Your audience is always searching. Every keyword they type into a search engine reveals their intent—their wants, needs, and plans. Traditionally, PPC campaigns have been the primary way to capture this intent. But if you’re relying solely on search ads, you’re missing valuable opportunities.

Search intent isn’t just a PPC tool; it’s a gateway to connecting with your audience across multiple channels. Here’s how you can unlock its potential and reach your customers beyond traditional search ads.

What is Search Intent?

Search intent is the reason behind a user’s query. Are they looking for information? Comparing options? Ready to make a purchase? Understanding intent allows you to craft highly relevant ads and marketing experiences.

For example:

• Informational Intent: A user searches for “benefits of protein powder.”
• Transactional Intent: They later search for “buy protein powder online.”

PPC campaigns are great at capturing transactional intent, but what about users who are still in the research phase? That’s where expanding beyond PPC can give you an edge.

Why Stop at PPC?

PPC campaigns are powerful, but they’re only part of the equation. Search intent doesn’t disappear once a user types their query—it influences their decisions as they browse websites, watch videos, and interact with content across the web.

By extending your strategy beyond PPC, you can:

• Expand Your Reach: Capture the attention of users who don’t click on your search ads but are still interested in your brand.
• Stay Top of Mind: Keep your brand visible as users continue their research and decision-making process.
• Increase Conversions: Engage users with display ads, video content, and connected TV ads to reinforce your message and drive action.

Search intent provides a roadmap to your audience. Following it beyond search ads allows you to engage users at different touchpoints and improve overall marketing performance.

How to Leverage Search Intent Beyond PPC

Expanding beyond PPC requires a strategic shift. Here are three key steps to get started:

1. Retarget Based on Search Intent

Advanced tools allow you to identify users who searched for specific keywords but didn’t click on your ads. For example, someone searching for “cheap flights to Paris” may not click a PPC ad but could later see a display ad for a travel deal.

Tactics to implement:

• Display Advertising: Serve banner ads to users as they browse other websites.
• Video Advertising: Retarget search-intent audiences with engaging video content on platforms like YouTube.
• Connected TV Ads: Reach high-intent users while they stream their favourite shows.

Retargeting based on search intent ensures your brand remains in front of potential customers, reminding them of their initial interest and nudging them toward conversion.

2. Use Keyword-Specific Targeting in Programmatic Ads

Programmatic advertising takes search intent targeting to the next level. By analysing billions of search events, you can serve ads to users based on their online behaviours and interests.

For example, if you sell eco-friendly cleaning products, you can target users who searched for “natural home cleaners” and display ads promoting your brand.

Benefits of programmatic keyword targeting:

• Granular Control: Bid on specific keywords to maximize relevance.
• Negative Keywords: Exclude irrelevant terms to refine your targeting.
• Dynamic Timing: Serve ads at optimal moments—whether seconds after a search or weeks later.

This precision ensures your ads align with user intent, leading to better engagement and conversions.

3. Build a Multi-Channel Strategy

To fully leverage search intent, adopt a multi-channel approach that combines search, display, video, and social ads.

Example campaign structure:

• Start with PPC: Capture transactional intent with targeted search ads.
• Follow with Display Ads: Retarget informational searches with banners that educate and build interest.
• Engage with Video: Use storytelling to nurture users during the consideration phase.
• Close with Social Ads: Reinforce messaging on platforms like Facebook and TikTok.

This strategy ensures that users see your brand at multiple stages of their journey, increasing the likelihood of conversion.

The Benefits of Expanding Beyond PPC

Taking search intent beyond PPC delivers significant advantages:

• Stronger Brand Awareness: Stay visible across multiple channels so your brand is top of mind when users are ready to act.
• Higher Engagement Rates: Retargeted ads are more relevant, leading to better click-through and conversion rates.
• Improved ROI: Targeting users based on intent ensures ad spend is focused on audiences most likely to convert.

Reconnect with High-Intent Users Through Keyword Search Retargeting

With ClickAds, our managed programmatic advertising service, you can retarget users based on the keywords they’ve searched- keeping your brand in front of them at the right moment.

How It Works:

1. A user searches for something your business offers.
2. ClickAds captures keyword data from their search.
3. We serve them a personalised ad, bringing them back to your site.

Why Use Keyword Search Retargeting?

• Granular Keyword Control – Target the most relevant search terms while excluding irrelevant ones to refine your audience.
• Dynamic Recency Targeting – Choose when your ads appear—seconds, minutes, or weeks after a search—to stay top of mind.
• Fully Managed Campaigns – We handle strategy, optimisation, and performance tracking so you can focus on results.

Stay visible when it matters most. With ClickAds, your brand doesn’t just appear in search – it follows the right users throughout their journey.

Conclusion

Search intent is a powerful signal, but its value goes far beyond PPC. By leveraging retargeting, programmatic keyword-specific ads, and a multi-channel strategy, you can engage users at every stage of their journey. The result? More touchpoints, higher engagement, and increased conversions.Want to make search intent work harder for you? Get started with ClickAds today.