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People search online for a reason. They want something. Maybe it's an answer, a product, or just information. This "want" is called "intent."
While selling things online with ads (PPC), show ads to the right people—the ones who want what you're selling.
For that, understand why people search for certain words. What are they hoping to find? If you can figure that out, your ads will be much better and more people will buy from you.
So, "search intent" and "search psychology" are just fancy ways of saying: Figure out what people want when they search, and then show them ads that give them exactly that. This makes your ads work better and you sell more.
Why caring about why people search matters for ads.
To run a successful PPC campaign, advertisers must recognize the different types of search intent and craft their strategies accordingly.
Users with informational intent are seeking knowledge. They aren’t necessarily looking to make a purchase—yet. They might be researching a topic, looking for tutorials, or trying to understand a concept.
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