Understanding Intent-Based Keywords for B2B Google Ads

Introduction

Understanding intent-based keywords is essential for creating effective B2B Google Ads campaigns. These keywords focus on the motivations behind search queries, helping businesses tailor ads to meet user needs. Whether your target audience is researching a product, comparing solutions, or ready to make a purchase, intent-based keywords ensure your ads appear at the right time.

Let’s explore how these keywords work, why they matter, and the best strategies to implement them in your campaigns.

What Are Intent-Based Keywords?

Understanding the Concept

Intent-based keywords are grouped by the purpose of a user’s search. These include:

• Navigational Intent: Searching for a specific site or page (e.g., “Facebook login”).
• Informational Intent: Seeking knowledge on a topic (e.g., “What is B2B?”).
• Commercial Intent: Researching products/services for potential purchase (e.g., “Best HR software for small businesses”).
• Transactional Intent: Ready to buy or act (e.g., “Buy HR software”).

Intent Type	Example Keywords
Navigational Intent	Facebook login, Salesforce official website, HubSpot support page, Google Analytics dashboard, Mailchimp account settings
Informational Intent	What is B2B marketing?, How to create a sales funnel, Difference between inbound and outbound marketing, Guide to marketing automation, Tips for improving email open rates
Commercial Intent	Best CRM software for small businesses, Top marketing automation tools review, Compare HubSpot and Marketo pricing, Recommended B2B lead generation services, Best email marketing solutions in 2024
Transactional Intent	CRM software pricing, Lead generation package cost, B2B marketing consulting services cost

Why It Matters

Each intent type corresponds to a stage in the buyer’s journey, allowing advertisers to:

• Target users effectively.
• Improve ad relevance.
• Increase conversion rates.

Summary

Intent-based keywords enable precise targeting in B2B campaigns by aligning ads with user needs and search motivations.

Why Intent-Based Keywords Matter in B2B Marketing

Higher Relevance

Ads that align with search intent yield better CTRs and higher Quality Scores. For example, transactional keywords like “Buy accounting software” attract users who are ready to purchase.

Better Targeting

Using intent-based keywords helps:

• Identify high-value opportunities.
• Exclude irrelevant traffic through negative keywords.

Improved Budget Efficiency

Focus ad spend on keywords likely to drive conversions. For instance, targeting “Affordable B2B accounting software” can minimize wasted clicks.

Summary

Intent-based keywords enhance relevance, targeting, and budget efficiency, making them indispensable in B2B advertising.

Types of Keyword Match Types in Google Ads

Understanding keyword match types is critical for controlling which search queries trigger your ads. Google Search Ads offers three primary match types:

Match Type	Definition	Examples
Broad Match	Displays ads for searches related to the keyword, including synonyms and variations.	Keyword: “B2B marketing”- Search: “business marketing strategies”- Search: “marketing for companies”- Search: “corporate advertising”
Phrase Match	Displays ads when the query includes the keyword phrase in order, with words before or after.	Keyword: “B2B software tools”- Search: “affordable B2B software tools”- Search: “B2B software tools for startups”- Search: “compare B2B software tools”
Exact Match	Displays ads for searches that match the keyword exactly or are very close variants.	Keyword: [B2B CRM]- Search: “B2B CRM”- Search: “best B2B CRM”- Search: “top B2B CRM”

1. Broad Match

• Definition: This match type casts the widest net, showing your ads for searches that are loosely related to your keywords.
• Use Case: Ideal for discovering new audiences but can lead to irrelevant clicks if not carefully managed.

2. Phrase Match

• Definition: Ensures your ads are displayed when a search query includes your keyword phrase, keeping the word order intact but allowing additional words.
• Use Case: Provides a balance between reach and relevance, making it suitable for targeting semi-specific audiences.

3. Exact Match

• Definition: Restricts your ads to queries that precisely match your keyword, with limited variations.
• Use Case: Best for targeting highly specific audiences, ensuring maximum relevance and higher conversion rates.

Summary

Each keyword match type serves a distinct purpose. Broad match maximizes reach, phrase match balances relevance and reach, and exact match ensures precision targeting.

Strategies for Implementing Intent-Based Keywords

1. Conducting Effective Keyword Research

• Use tools like Google Keyword Planner, SEMrush or AI tools like ChatGPT.
• Focus on long-tail keywords like “Affordable B2B accounting tools” for specific business needs. Avoid single word broad match keywords.

2. Organizing Ad Groups by Intent

You can structure your campaigns based on customer journey, e.g:

• Top-of-Funnel: Informational intent (e.g., “What is B2B?”).
• Middle-of-Funnel: Commercial intent (e.g., “Best HR SaaS platforms”).
• Bottom-of-Funnel: Transactional intent (e.g., “HR SaaS software pricing”).

3. Writing Ad Copy That Resonates

Craft clear, benefit-driven copy:

• Highlight unique selling points.
• Use CTAs aligned with user intent, like “Explore Solutions” for commercial intent or “Get Started Today” for transactional intent.

Examples of responsive search ads for B2B HR SaaS Software

Copy in AIDA Model (Attention-Interest-Desire-Action)

Text Type	Content	Maximum Length
Headlines	“Transform Your HR Operations”	30 characters
	“Unlock HR Excellence”
	“Maximize Team Potential”
	“Simplify HR Workflows”
	“HR Tools You’ll Love”
	“Effortless Team Management”
	“Revolutionize HR Processes”
	“Boost Employee Satisfaction”
	“Smart HR Solutions”
	“Results-Driven HR Software”
Descriptions	“Work better with top-tier HR tools designed for efficiency.”	90 characters
	“Achieve seamless HR management with innovative solutions.”
	“Empower your team and grow your business with advanced HR tools.”
	“Take action today—streamline HR and optimize team performance.”

Copy in PAS Model (Problem-Agitate-Solution)

Text Type	Content	Maximum Length
Headlines	“Struggling With HR Processes?”	30 characters
	“Tired of Complex HR Tasks?”
	“Overwhelmed Managing Teams?”
	“HR That Solves Problems”
	“Simplify Your HR Today”
	“HR Software That Works”
	“Your HR Challenges Solved”
	“Cut the Chaos in HR”
	“Fix HR Bottlenecks Fast”
	“No More HR Hassles”
Descriptions	“Tired of slow, outdated HR tools? It’s time for a change.”	90 characters
	“Frustrated by inefficiencies? Discover how our HR software can help.”
	“Solve your HR problems with tools built for modern businesses.”
	“No more stress—streamline HR processes and focus on growth.”

Summary

Successful implementation involves focused research, structured ad groups, and intent-aligned ad copy.

Advanced Techniques for Optimization

1. Leveraging Negative Keywords

Exclude irrelevant queries:

• Example: Adding “free” as a negative keyword to avoid unqualified leads.

Examples of negative keywords for B2B HR SaaS Software

Negative Keyword	Reason to Exclude
jobs	Avoid users looking for job listings instead of software solutions.
free	Filters out users searching for free resources rather than paid services.
resume template	Prevents traffic from users seeking document templates.
salary calculator	Avoids clicks from users calculating salaries instead of using HR tools.
hr degree	Excludes users interested in academic programs unrelated to SaaS software.
hr certification	Avoids traffic from users looking for certification programs instead of tools.
career advice	Filters out users seeking guidance rather than HR SaaS solutions.
internship	Prevents clicks from those seeking internships rather than HR tools.
employment agency	Avoids traffic related to recruitment services rather than SaaS solutions.
hr training	Excludes users focused on training instead of HR software.

2. Using In-Market Audiences

Consider utilizing In-Market Audiences in Google Ads to target users actively seeking solutions. These audiences are segmented based on recent search and browsing behaviors, indicating a high likelihood of purchasing. 

Examples include categories like Business Services, Financial Services, Education, Real Estate, and Marketing Services. Leveraging such audiences ensures your ads reach decision-makers with a strong purchase intent, optimizing both reach and ROI.

3. Monitoring and Adjusting Campaign Performance

Regularly analyze metrics like conversion rate (CR) and conversions cost to refine your strategy. Adjust bids on high-performing keywords to maximize ROI.

Summary

Advanced strategies like negative keywords, audience targeting, and performance monitoring ensure continuous improvement.

FAQ

Conclusion

Mastering intent-based keywords in B2B Google Ads ensures better targeting, improved budget efficiency, and higher engagement. By understanding user motivations, structuring campaigns effectively, and leveraging advanced techniques, businesses can maximize ROI and drive meaningful results.