Having managed huge sums in web advertising, I have few points to make. Yes intents increase relevance by a large factor for most products or services. Yes, Google currently dominates the lucrative part of the web advertising. But there is still place for ideas and disruptions. And the challenge is to solve the issues exactly what ThomPete fiercely explains.
(1) Some clients need a lot more customers than a first rank ad at Google search may offer in a given time period. Social web sites offer a huge capacity, albeit less relevant. Facebook and social web sites are challenged to innovate and increase relevancy in engagements for different actions they provide and will provide. Likes are a step in the right direction for Facebook impressions.
(2) Sometimes ads are crafted in a way to create intent, taking relevance factor into account, in case ROI calculations make sense.
(3) Search is already the most exploited channel by majority of businesses and costs are already too high especially for low-performing competitors with smaller lifetime values or low profit margins.
(4) In conversion-based ROI focused campaigns, the click prices ideally reflect the end results of everything you discussed here and much more, in an efficient ad market.
(5) Advertisers are interested in new channels. And they would be interested in targeting their FB pages likes and your FB pages likes equally.
Turn it into a "future timeline" and add goals, to-do's allow for easy calender integration.
That way they might now own actual intent, but future intent.
Going on a trip? (find cheap tickets or hotels)
Loosing weight? (here are places, products & diets)
Going to run a marathon (products, books on training, websites to join)
Planning bachelors party? (events)
Bought a ticket (add to calender and propose things to do before)
Then their data would begin to be interesting and they would own a type of intent that Google doesn't (Because they mostly lack the proper context).
Right now the calender is primarily around parties and conferences. Expand that then at least I think they would have a chance of providing relevance and would have better time finding out when to present ads.
I see a few attempts but they need to re-do it completely.
(1) Some clients need a lot more customers than a first rank ad at Google search may offer in a given time period. Social web sites offer a huge capacity, albeit less relevant. Facebook and social web sites are challenged to innovate and increase relevancy in engagements for different actions they provide and will provide. Likes are a step in the right direction for Facebook impressions.
(2) Sometimes ads are crafted in a way to create intent, taking relevance factor into account, in case ROI calculations make sense.
(3) Search is already the most exploited channel by majority of businesses and costs are already too high especially for low-performing competitors with smaller lifetime values or low profit margins.
(4) In conversion-based ROI focused campaigns, the click prices ideally reflect the end results of everything you discussed here and much more, in an efficient ad market.
(5) Advertisers are interested in new channels. And they would be interested in targeting their FB pages likes and your FB pages likes equally.