Groups paid search queries by the answer each searcher actually needs, pricing or comparison or login or category browsing or education, then maps every cluster to one ad-group promise and one page that can honestly deliver it, calling out an intent the site cannot answer as a gap. Use before adding keywords or restructuring Search. Boundary: site search tunes on-site search ranking inside your own store, not paid search, and `keyword-expansion` routes proven queries into these clusters.
