Brand-aware searches with category refinement
BigCommerce excels at B2B, capture this intent
B2B buyers searching for quantity deals
Direct purchase intent
Technical buyers, higher conversion
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.24
Product category searches. Good balance of volume and intent.
Avg CPC
$1.55
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$2.02
Searches for solutions to problems your product solves.
Avg CPC
$1.40
Add these as negative keywords to stop wasting budget:
Platform searches, not product buyers
Developer queries, not purchases
Often tire-kickers, especially B2B
Zero purchase intent
Research phase, low conversion
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Name] + [Key Spec] + [Unit/Pack Size if B2B]
Disable native channel manager, use dedicated feed app
Separate B2B and B2C into different Merchant Center accounts
Use custom fields for Shopping-specific attributes
Implement product-level custom labels for margin-based bidding