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← Articles & field notesField note1 min readRevised

Cluster keywords by the decision the buyer is making

Use a manageable intent map, then validate product eligibility and destinations before creating feed or campaign variants.

An intent cluster is a research hypothesis. Preserve legitimate product identity and current eligibility rules instead of creating duplicate offers to represent keyword variants.

A large keyword database is useful only when it changes an ad, product or destination decision. Group the evidence around a manageable buyer question.

For each pocket, retain the motive, relevant queries, actual product facts, buying stage and destination. Provider volume and competition estimates describe that source's market and period; they do not prove this account's conversion rate or profitability.

Keep product identity and applicable feed rules intact. Different wording does not justify duplicating the same item into new IDs or claiming that each version creates an independent auction opportunity.

Retain the actual content change, exposure, comparison and economics. An angle earns more work when the account evidence supports it, not because a keyword count looks promising.

Take the idea further

Map one product's intent pockets

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