Brand-aware shoppers with purchase intent
Problem-aware buyers comparing options
Quality-focused D2C buyers
High-LTV subscription seekers
Values-aligned D2C customers
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.48
Product category searches. Good balance of volume and intent.
Avg CPC
$1.85
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$2.41
Searches for solutions to problems your product solves.
Avg CPC
$1.67
Add these as negative keywords to stop wasting budget:
Buyers want Amazon, not your D2C site
Margin killers seeking deals
Price-sensitive, not brand-loyal
Usually favors established competitor
Research phase, low conversion
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product] + [Key Differentiator] + [Size/Variant]
Highlight D2C-specific benefits (free shipping, subscription savings)
Include sustainability/origin story in descriptions
Segment feed by margin tier for bid optimization
Use custom labels for LTV-based bidding strategies