Intent Targeting and Your Marketing Funnel
Display Advertising
Not every potential customer is ready to buy the first time they discover your business. Some are just starting their research, while others are comparing different providers. The key to winning them over is reaching them at the exact moment they are most likely to act.
Intent targeting makes that possible. By using data on what people read, search for, and visit online, you can deliver your message to the people most interested in your products or services. Instead of advertising to everyone, intent targeting focuses your budget on people already showing signs they are ready to buy.
This approach changes how advertising works. Rather than sending your message to a broad audience and hoping it works, intent targeting pays attention to what potential customers are doing first, then responds with the right message. It is more like having a conversation than shouting in a crowded room.
WHY INTENT TARGETING WORKS
The online marketplace is crowded, and generic advertising is often ignored. People pay attention to information that is relevant and timely. Intent targeting makes sure your ads reach people who are already moving toward a purchase decision.
The real power comes from timing and context. If someone is searching for “best running shoes for marathons” or reading an article comparing accounting software, they are clearly in the research stage. Showing them an ad that speaks directly to that need makes them much more likely to respond.
Modern intent targeting uses a mix of information, including:
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Search behavior, such as the keywords people type into Google
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Content they read, such as articles, blogs, or product pages
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Websites they visit, including competitor sites
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Purchase patterns, such as items they have bought or added to a cart
By combining these signals, you can focus on people who are much closer to buying than the average online visitor.
The results are clear. You spend less money showing ads to people who have no interest. Your click-through rates are higher because your message matches what they are thinking about. Your conversion rates improve because you are talking to them when they are already considering a purchase.
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HOW BRANDS USE INTENT TARGETING
A home remodeling company might target homeowners who recently searched for “kitchen cabinet ideas” or “bathroom renovation costs” and then visited home improvement blogs. A financial advisor could reach people researching “retirement planning” who have also attended investment webinars.
Local businesses can benefit as much as large companies. A car dealership can target people who have been reading reviews of specific models they sell. A dentist can reach people searching for “teeth whitening near me.”
The key is to be specific. Intent targeting allows you to speak to each audience based on where they are in their buying journey.
PARTNER WITH SALEM SURROUND FOR SMARTER TARGETING
At Salem Surround, we create campaigns that use intent targeting to connect with motivated buyers. We keep your brand visible, relevant, and persuasive from the moment someone first learns about you to the moment they are ready to buy.
We do more than place your ad in a rotation. We match your message to the right audience in the right situation. That could mean showing a product demo to someone who has compared several competitors or offering a special promotion to someone who abandoned their shopping cart.
We track performance closely and adjust campaigns in real time so your budget works as efficiently as possible. If data shows growing interest in a particular service you offer, we put more focus on that area immediately.
With intent targeting, you can be seen when buyers are most engaged, share messages that matter to them, get more out of your ad spend, and build trust by being helpful at the right moment.
If you want to reach the right audience at the right time, contact us today to learn how our intent targeting solutions can help you close more sales. The right strategy means you will not just reach more people, you will reach the people who are ready to take action.
