More on targeting keywords with buying (or “commercial”) intent:
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When bidding on keywords, it’s important to focus on keywords that fit within the “Commercial Investigation” and “transaction” categories. To illustrate what this might look like for plumbing companies, consider the following:
- Awareness keywords: “hot water not working in house,” “only getting cold water in showers.”
- Interest Keywords: “how to fix hot water heater,” “diy water heater fixes.”
- Desire Keyword: “price to repair Kenmore water heater,”
- Action Keyword: “hire kenmore water heater repair services Boston, MA”
Ideally, you only want to bid on keywords like, “kenmore water heater repair service” or “replace kenmore water heater for cheap.” Make sure your the ads targeting commercial keywords take visitors to landing pages build around those services (and nothing else).