The Correct Definition of Search Queries and Their Importance for SEA Campaigns
In the world of online marketing, search queries on search engines like Google or Bing are the gateway to potential customers. People use search engines daily to find answers to questions, buy products, or search for places in their vicinity. For advertisers, it is crucial to understand and accurately interpret these search queries to create successful SEA (Search Engine Advertising) campaigns. In this article, we delve deeply into the various types of search queries, address issues in their identification, and finally discuss why their correct definition is critical for the success of an SEA campaign.
Types of Search Queries
Search queries in search engines can essentially be divided into three main types. First, there are informational search queries aimed at obtaining information on a specific topic. A user might research which heating system is best suited for their home or seek information on the latest logistics solutions. Another type is navigational search queries, which are requests from users looking for a specific location or wanting to navigate to a specific brand or website. Finally, there are transactional search queries, characterized by users who want to perform a specific action, such as making a purchase, registering, or downloading. Typical examples would be “buy circulating pump,” “heating contracting,” or “install photovoltaic system.”
Identifying Search Queries
Identifying and distinguishing the different types of search queries is vital for the success of SEA campaigns, as they differ in various indicators such as search volume or ROAS (Return on Advertising Spend). Informational search queries often focus on W-questions, while navigational search queries are usually tied very closely to locations or brand names. Transactional search queries, on the other hand, are often characterized by terms like “buy,” “price,” or “order.”
Another factor that can help in identification is search volume and the associated competition. Often, informational search queries have a higher overall search volume but attract less competition, as they often do not directly lead to sales and thus are not the focus of traditional SEA campaigns (more on that later).
In contrast, transactional search queries are highly conversion-oriented and therefore often show high competition. For navigational search queries, the search volume and competition usually depend on the size or popularity of the location or brand.
Importance for SEA Campaigns
Understanding the different search queries has a direct impact on planning and executing SEA campaigns. The type of search query significantly influences the selection of keywords for a campaign. With transactional search queries, the focus is on direct purchases; the content of the ad and, above all, the landing page also varies depending on the request: For informational search queries, it should be enlightening and informative, while for transactional queries, the product or service should be at the forefront.
The brand or website could also be particularly emphasized in navigational queries. Lastly, understanding the queries influences how the advertising budget is allocated, assuming the campaign structure is organized according to the type of search query. Anyone who knows which type of search query best leads to conversions can allocate their budget accordingly.
Traditional Treatment of Different Types of Search Queries
Informational and navigational search queries naturally lead to an exponentially growing diversity of the keyword world compared to transactional search queries. Informational search queries also make up to 80% of search traffic.
Interestingly, informational and navigational search queries also show a significantly higher number of ad impressions and a ROAS often twice as high as purely transactional campaigns—if the campaign is efficiently designed to match their diversity. Therefore, many advertisers tend to focus solely on specific offers (e.g., bestsellers) instead of representing the entire spectrum of their offer. This is due to the inherently higher conversion potential of transactional search queries, which remain manageable in their complexity. The sheer number of possible combinations in the informational and navigational areas makes it virtually impossible for advertisers to precisely cater to every query with content. Frequently searched informational and navigational queries are often left out, which may be understandable for efficiency reasons but leaves a lot of untapped potential.
Thus, it would be ideal to have a solution that not only reflects the full diversity of SEA campaigns but also reduces effort through automation.
lyftyfy – An Integrated Solution for SEA Campaigns
lyftyfy offers the solution for this dilemma. As a comprehensive SEA tool, it combines keyword generation, corresponding ads, and landing pages in an innovative campaign architecture. This allows SEA managers to perfect even extensive campaigns with minimal effort. Through its automation feature, lyftyfy generates tailor-made ads and landing pages for each keyword, maximizing the potential of each campaign regardless of its size or content presented.
Keywords, ad templates, and landing pages can be centrally managed and adjusted. lyftyfy generates all pages on a uniform template to ensure consistent corporate design while offering the flexibility to create specific content for each keyword and its combinations.
As a consequence, advertisers can now efficiently awaken the sleeping giant of the informational sector for the first time.
SEA campaigns can only be successful if advertisers understand the intentions behind their target audience’s search queries. Although clearly distinguishing between informational, navigational, and transactional search queries can sometimes be challenging, it is of central importance for placing effective ads and optimizing the budget.
In today’s digital landscape, where competition for user attention is steadily growing, the correct definition and use of search queries can make the difference between an average and an outstanding SEA campaign.
Nevertheless, traditional search campaigns usually focus exclusively on the transactional area, as the effort for informational and navigational campaigns is often shied away from due to their great diversity. lyftyfy solves this problem, not only reflecting the full possible diversity but also minimizing effort through full automation.