Intent-Driven Query Lifecycle Governance Framework

This document is a technical report that presents a framework for intent-driven query lifecycle governance and optimization in paid search campaigns. It identifies structural inefficiencies in current paid search practices, particularly the reliance on human judgment for query management, which leads to wasted budget and missed opportunities for high-intent terms. The report outlines the problems associated with existing tools, emphasizing the absence of a consistent and automated decision framework for interpreting search query data. It details the capability gaps that current platforms fail to address, including the lack of intent-level query understanding and closed-loop feedback mechanisms. The proposed framework aims to automate the classification of search queries based on user intent, enabling faster and more accurate decision-making. It also discusses the importance of continuous learning from query management outcomes to improve future decisions. The report concludes with recommendations for implementing this framework effectively within paid search operations.