Ad creative testingvsSøkeintensjon

Ad creative testing and søkeintensjon (search intent) are closely linked in optimizing digital marketing campaigns because understanding the underlying intent behind user searches allows marketers to tailor and test ad creatives that directly address those intents. Specifically, by analyzing søkeintensjon—whether informational, navigational, transactional, or commercial investigation—marketers can develop multiple ad creative variants that speak to the precise needs or motivations of the searcher at different stages of the buyer journey. For example, if the intent is transactional, ad creatives emphasizing clear calls-to-action and offers can be tested against those focusing on product benefits to see which resonates better. Conversely, if the intent is informational, creatives that educate or provide value may perform better. Through systematic ad creative testing (e.g., A/B or multivariate testing), marketers can measure engagement metrics such as click-through rates, conversion rates, and quality scores to validate which creatives align best with specific søkeintensjon segments. This iterative process ensures that ad spend is optimized by delivering messages that match user intent, improving relevance, Quality Score, and ultimately ROI. Therefore, understanding søkeintensjon informs the hypotheses and segmentation for ad creative testing, while the testing results refine how marketers interpret and leverage søkeintensjon insights in campaign execution.