With Google AdWords, you have the option to organize your keywords — the words that will help your listing show up higher in a viewer’s search results page. There are different ways to organize them and different strategies to use, but the strategy I use and that I recommend is based on intent. Understanding the intent of the person doing the searching can help you focus your messaging and control your ad costs by maximizing the success of your click-throughs.

If you watched Episode 4 of this podcast or read the blog post that went with it, you remember how the sales funnel works. Now I’ll put that concept together with the intent of a user at each stage of the funnel, and use that to move them down the funnel toward conversion.

Jump in, and leave your thoughts in the comments below!

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