How Needs Drive Intent


People's 6 Purposes of Google Search

Most often, people don’t search the web without a purpose. Instead, when people conduct searches in Google, they are typically trying to satisfy one of six needs.

Many factors affect how and why consumers search the internet. Consumers start their searches to fulfill a need, and marketers need to find human insight to connect with these searchers. The customer journey can be a long process, but with a clear understanding of the flow, helping people reach your website and convert into customers can be achieved simply.

Most often, people don’t search the web without a purpose. Instead, when people conduct searches in Google, they are typically trying to satisfy one of six needs.

  1. Thrill me – Searching with the intent of “Thrill me” are taking brief journeys while trying to discover new things. 
  2. Impress meWhen the need is about influencing and winning, “Impress me” are more granular searches that use specific phrases.
  3. Educate meThose who seek more control and knowledge have “Educate me” intent, often based on reviews, ratings, comparisons, and the like.
  4. Reassure me – Searching with the “Reassure me” intent is more about trust, comfort, and simplicity. These aren’t complicated and typically consist of questions.
  5. Help me – When searches are based on practicality and connecting, these are “Help me” inquiries. They are to-the-point and more likely to mention family, friends, or location.
  6. Surprise me – Fun and entertaining searches fall under “Surprise me” and are broad with a unique emphasis.  

How marketers can advertise to these groups is through creative development. When people realize that they need something, they might turn to Google and search for things like “bouncy houses near me.” The actual need behind this is to help their family bond in one way or another, which falls under the need state of “Help me.” Another example is the need labeled “Educate me,” which is a need state of high importance. People want to learn about something, and they go to Google to get information and then move on. What if you’re looking for the safest automobile? You’re not looking for a sales pitch. You’re just looking for information and the facts of which ones are the safest; thus, you began your search for reasons of “Reassure me.”

In moments such as those illustrated above,  marketers can be more efficient and direct because the needs are what spark the customers’ journeys. As people move through the journey, they expand and contract a consideration set while trying to meet their needs. They will keep going on this path until they feel that their needs have been met. There is a special feeling of self-fulfillment when this happens, whether it is booking a trip, signing up for a service, or making a purchase. 

Finding Human Insight With Four Steps

A great way to connect at a scaled level of humanity with the people that are buying your product is by finding human insight. There are four steps to achieve this:

Step 1: Create a sample audience – This typically requires at least 15 individuals who cover a broad spectrum of your audience. 

Step 2: Observe your audience – Watch how your sample audience uses your product. This is an important research step, as it can reveal subconscious behaviors. 

Step 3: Find problem areas – Explore issues or desires that your product hasn’t fulfilled. Analyze what your audience would like your product to help them achieve and the emotions expressed. Use audience observations to find out what your audience truly cares about. 

Step 4: Create and test a hypothesis – Form a hypothesis for how your product may help ease tension for your audience. Test and refine this hypothesis with surveys, focus groups, and other methods. You can land on true human insight by observing a sample audience, finding the source of tension, and testing your hypothesis.

How to Be There for Every Step of the Customer Journey

From the beginning, Google’s primary focus has been developing and building products that deliver helpfulness every day. Google extends this thinking to ads as well, since ads should be helpful. As far back as 2000, the very first ads that appeared in Google search connected people to what they were looking for depending on the keywords they would type. Google ads made it easy for brands to find customers through search. People tend to interact more with ads that offer choice, control, and transparency. It’s not surprising that three out of four consumers enjoy unexpected discoveries when shopping. However, to make the customer take action, the marketer must anticipate what they want every step of the way. One way to achieve this is through discovery ads, where companies can share their story with consumers looking to find new services or products. Moreover, discovery ads offer a great way to reach people through different avenues, including the YouTube home feed, Gmail’s promotion tab, and the feed and discover tab, which reaches people when they are most open to finding something new. Google delivers the best ads across each Google property to help the discovery journey by combining the incredible reach and Google’s understanding of intent. Using Google tools results in you being more confident in anticipating what your customers want and delivering the results you care about.

Journey With Tandem Buzz

If you are looking to drive more intent and find more human insight with your advertising efforts, Tandem Buzz can help you on your path. We specialize in pay-per-click (PPC) marketing, social media marketing, email marketing, and more. Contact our hive of worker bees today to learn more!