Direct purchase intent
'Shop,' 'store,' 'best price' = purchase ready
Current model, informed buyer
Deal seekers ready to purchase
Higher AOV, committed buyer
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.62
Product category searches. Good balance of volume and intent.
Avg CPC
$0.78
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.01
Searches for solutions to problems your product solves.
Avg CPC
$0.70
Add these as negative keywords to stop wasting budget:
Research phase, will buy elsewhere
Comparison shopping, often Amazon-bound
Research, not purchase intent
Troubleshooting, already owns
Already purchased
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Name] + [Model/Generation] + [Key Spec if differentiating]
Include model year or generation in product titles (2025 Model, Gen 5)
Automate feed updates for inventory changes and new releases
Create bundle listings for high-margin accessory combinations
Use custom labels for product lifecycle stage (new, current, clearance)