Ad formatvsSøkeintensjon

Ad format and søkeintensjon (search intent) are tightly linked in digital marketing because the choice of ad format must align precisely with the user's underlying intent to maximize engagement and conversion. Søkeintensjon categorizes user queries into informational, navigational, transactional, or commercial investigation intents, each demanding tailored messaging and presentation. For example, users with transactional intent are more likely to respond to direct-response ad formats such as search ads with clear calls-to-action and product offers, while informational intent users benefit from richer ad formats like video or carousel ads that educate or build brand awareness. Selecting the appropriate ad format based on søkeintensjon improves relevance, click-through rates, and conversion efficiency by meeting users where they are in the buyer journey. Practically, marketers analyze search intent data to decide whether to deploy text-based search ads, display banners, video ads, or shopping ads, ensuring the format complements the intent-driven message and user expectations. This alignment also optimizes budget allocation by prioritizing ad formats that resonate with the dominant intent segments in a campaign’s target audience.