Understanding Intent in Advertising

In advertising (as in these reports), intent refers to how ready or willing someone is to take an action 🤝, like making a purchase or signing up for a service.

Understanding intent helps us gauge how close someone is to making a decision based on their behaviour.

1. High-Intent:
   People with high intent are actively looking to make a decision—whether it’s to buy a product, sign up for a service, make a call, or learn more. They’re already at the point where they know what they want, so ads targeting this group focus on closing the deal. Google is great for this; for example, if someone searches for “best laptops for video editing,” their intent is high because they’re likely close to buying.
   

2. Low-Intent:
   People with low intent are still in the early stages of the decision-making process. They might be casually browsing or learning about a product but aren’t ready to commit yet. Ads targeting this group focus more on raising awareness and sparking interest rather than pushing for a sale. Someone searching “how to edit videos” is probably low-intent, as they’re still exploring and aren’t necessarily looking to buy a product yet. Low-intent audiences may not be familiar with your brand or offerings. By reaching out to them, you can create awareness and introduce your products or services, which is the first step in the customer journey - I advocate for Meta ads when creating this first connection with a customer.
   

3. Mid-Intent:
   Mid-intent lies somewhere in between. These individuals are aware of what they want but are still considering their options. They may be comparing products or services, reading reviews, or looking for recommendations. Ads targeting mid-intent audiences aim to provide helpful information, build trust, and guide them toward a decision. 

Why It Matters:

By understanding where your audience sits on the intent spectrum—high, mid, or low— AND understanding that a flow of customers is always needed— you can tailor your ad strategies to meet your customers at the right moment. High-intent users need ads that encourage action, while low- and mid-intent users benefit from ads that educate and build interest over time. Balancing these strategies helps us ensure we’re capturing attention at every stage of the customer journey.