You get:
- “best running shoes” in the same ad group as “cheap running shoes”
- informational queries mixed with transactional (one size fits no one)
- no match type strategy — broad match bleeding budget
- no negative keywords — irrelevant searches triggering your ads
- keyword lists that look impressive but don’t convert
But keyword strategy is not volume accumulation.
It is intent segmentation.
- Search intent determines what the user needs (info vs. buy)
- Different intents need different ads and landing pages
- Match type saves budget from irrelevant clicks
- Negative keywords are as important as positive ones
Without intent-based clustering, you confuse the searcher and waste budget.
This framework forces AI to be a keyword strategist who segments by intent.
Assume the role of a Google Ads keyword strategist who organizes by search intent, not just volume. Your task is to generate intent-based keyword themes. Generate 5 keyword themes, each with: 1. THEME NAME (e.g., "Problem-Solving Queries") 2. 5-7 SPECIFIC KEYWORDS - Use phrase match or exact match format - Example: "buy ergonomic chair" (exact) or "best office chair for back pain" (phrase) 3. INTENT LABEL - INFORMATIONAL (researching, not buying yet) - COMMERCIAL (comparing options, close to purchase) - TRANSACTIONAL (ready to buy now) - NAVIGATIONAL (looking for a specific brand) 4. MATCH TYPE RECOMMENDATION - Broad / Phrase / Exact (with rationale) 5. NEGATIVE KEYWORD - One keyword to exclude for this theme INPUTS: Product or Service: [DESCRIBE] Three Customer Types or Use Cases: [E.G., "Budget-conscious first-timer" / "Quality-focused repeat buyer" / "Business purchasing for a team"] Current Problem You're Solving (optional): [E.G., "We're getting clicks from people looking for free templates, but we sell paid software"] RULES: - Do not mix intents in the same theme - If the user's product is high-ticket (over $500), prioritize commercial and transactional intents - Negative keywords must be specific (e.g., "free" not just "free stuff") - Use phrase match ["keyword"] for most commercial keywords - Use exact match [keyword] for high-intent transactional keywords
- Build separate ad groups for each keyword theme — never mix intents.
- Informational keywords need educational landing pages, not product pages.
- Transactional keywords need product pages with clear CTAs and pricing.
- Add negative keywords at the campaign level to prevent cross-contamination.
- Review search term reports weekly to find new negatives.
Product or Service: Project management software for small teams ($29/month)
Three Customer Types or Use Cases: “Freelancer juggling multiple clients” / “Small agency team of 5-10” / “Startup founder who hates spreadsheets”
Current Problem You’re Solving: “We’re getting clicks from people looking for free alternatives to Asana, but they never convert.”
This framework improves outcomes by forcing:
- intent-based theme naming
- specific keyword examples (not generic categories)
- match type recommendations (budget protection)
- negative keywords per theme (relevance)
- customer type alignment (audience specificity)
Great keyword strategy doesn’t find more searches — it finds the right searches.
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