What is Intent-Based Targeting?
Intent-based targeting uses signals that someone is likely to buy—recent product views, searches, carts, or platform in-market segments.
Understanding intent-based targeting
Intent-based targeting relies on signals that indicate someone is close to buying, such as product views, searches, carts, and in‑market segments. Signals come from first‑party events (site/app) and platform behavior, with first‑party usually providing the highest quality. Catalog ads benefit by matching intent to specific products and templates so the ad feels like a continuation of the shopper’s journey. Recency windows matter—yesterday’s carter is different from a 30‑day viewer. Exclusions protect prospecting budgets from being cannibalized by high‑intent audiences.
Good structure keeps learning clean. Segment by signal type (viewed, carted, purchased) and by recency to tune bids and creative. Map audiences to product sets so the exact item or category shows with price and reviews. Keep message match tight: carted SKU → that product; category viewer → that collection. Refresh cohorts and windows to prevent stale audiences and wasted delivery. Respect privacy and consent for all data sources.
Why Intent-Based Targeting matters
Intent-based targeting matters because it delivers higher conversion rates at steady CPC by reaching people who have already shown interest through their actions. Showing the right product at the right moment—when someone is actively considering purchase—dramatically improves relevance and reduces wasted impressions. Combining intent signals with broader audience strategies helps you scale efficiently by finding more high-quality buyers without relying solely on retargeting pools.
- Efficiency: Higher conversion rates at steady CPC
- Relevance: Show the right item at the right moment
- Scale: Combine with broad audiences to find more buyers
How intent-based targeting works
Intent-based targeting works by assembling audiences from site/app events (view, add to cart) and platform in‑market segments, then serving tailored creative. Build cohorts with clear recency windows and value tiers so bids and messages fit intent. Map each cohort to matching product sets with price and review overlays to close the gap quickly. Exclude recent purchasers to avoid waste and frequency bloat. Rotate templates to keep freshness without losing structure. Validate outcomes by reading conversion and new‑customer share, not just CTR.
Key Takeaways
- Intent-based targeting reaches users showing purchase intent through searches, browsing behavior, or in-market signals.
- It's more conversion-focused than interest targeting because it reflects active shopping behavior.
- Use intent signals with catalog ads to show relevant products at the right moment.
- Track performance by intent signal and product category to optimize targeting strategy.
