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Audiences & Targeting
3 min read
Intent-based targeting reaches people who are showing signals that they are actively looking to buy — searches, comparisons, content consumption — rather than those who merely fit a profile. It aims spend at the narrow, valuable window when someone is ready to act.
Detect intent signals. Searches, product views and research reveal readiness.
Score the intent. Signals are weighed for how close to buying someone is.
Reach at the right moment. Ads meet people while intent is live.
Refresh constantly. Intent is fleeting, so signals must be current.
Search terms. Queries that show buying research.
Product research. Comparing options and reading reviews.
Category browsing. Repeated visits to a product area.
Cart activity. Actions that signal near-purchase.
High conversion. It reaches people ready to act.
Efficient spend. Budget meets demand at its peak.
Timeliness. It catches the short window that matters.
Fleeting signals. Intent fades fast if you are slow.
Data availability. Privacy limits some intent signals.
Misreading intent. Research is not always readiness to buy.
Competition. High-intent audiences are expensive.
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