Brand-aware, ready to purchase
Problem-aware buyer with purchase intent
Variant-specific = ready to buy
Higher AOV bundle buyers
Solution seekers with purchase intent
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.90
Product category searches. Good balance of volume and intent.
Avg CPC
$1.12
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.46
Searches for solutions to problems your product solves.
Avg CPC
$1.01
Add these as negative keywords to stop wasting budget:
Information seeking, extremely low conversion
Looking for cheaper options
Already owns product or watching content
Low AOV, negative margin risk
DIY/research phase
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Name] + [Shade/Variant] + [Skin Type/Concern if relevant]
Include shade range and skin type fit in product titles
Use custom labels for hero products vs. full catalog
Segment feed by margin tier (samples, travel, full-size, sets)
Add ingredient keywords to descriptions for discovery