Map paid search terms to buying stages
Group queries by what the person needs next.
Read the query as a task
Someone searching office chair dimensions may be checking fit, while ergonomic chair free returns suggests a purchase with a shipping concern. Group the terms by the decision implied. The same product can need a specification page for one query and a policy-aware product page for another.
Give each intent a matching action
Write one line linking the query, ad promise, destination, and meaningful outcome. Avoid judging a specification campaign on add-to-cart alone if it is designed to assist later purchase. Check whether a later touch is actually observable before assigning credit.
Update from observed terms
Review spend and lead dispositions by group. Split a cluster when its traffic repeatedly takes a different next action. A high click rate with poor downstream fit may point to an ad promise that attracts the wrong audience.
Try a related tool
Measure clicks per impression. Use the same click type, placement scope, and date range across comparisons.
