Search Marketing is all about Intent!

It is very hard to know what someone is searching for when they type in "Red truck", for example, in the Google search box. Are they looking to buy a toy? Are they interested in a fire truck? Do they intend to buy a Ford F-150? The search intent is mostly obscure to us advertisers.

Finding what the searcher's intent is and how they refine their search in order to find what they want it somewhat of a holy grail with advertisers. Mostly, web Analytics programs and advertising platforms such as Adwords do not provide us with the "Assist" Keywords that lead searchers to convert on a certain keyword. If we knew what they were, we could bid on keywords that might not convert, but are leading the users to the "right/converting" keywords.

These words might be much cheaper to bid on and will put you in front of your prospects at earlier stages of their buying process.

Park Slope SoftWorks developed a software tool that enable advertisers associate "Assist" keywords in a stream and learn which keywords to target as a Long Tail supporting ad groups to their high performance keywords.