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This makes it difficult to be confident that your target keywords will trigger intent, since Google has more freedom to determine which queries are relevant to your keywords. Close Variations What is my biggest lesson here? You have to trust and work with the algorithm to capture the intent you're looking for. Here are some suggestions for achieving this: For paid search: Leveraging long-tail keywords allows you to clearly define the intent behind your query.

Maintain a strong account structure based on intent. Use automatic B2B Email List bidding on broad keywords where you can't see the intent behind the query. Add observed audiences to understand the value of specific audiences paired with your keywords, and be sure to use remarketing lists for search ads (RSLA) within these audiences. For paid social: Leverage custom audiences – specifically website visitors and engaged audiences from Facebook sources.





Custom Audiences Build lookalike audiences from lists with high intent signals - adjust lookalike audiences based on the level of intent you want to capture (1% means highest intent, 10% means broadest intent match). Choose the right goal and campaign settings so the algorithm optimizes for your intended goals. 2. Master the algorithm Google and Facebook’s ad auctions are run by algorithms.