Brand-aware shoppers ready to buy
e.g., 'midi wrap dress' vs generic 'dress'
Wedding guest, work, date night = purchase intent
Quality-focused buyers: silk, linen, cashmere
Petite, plus size, tall = underserved niches
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.32
Product category searches. Good balance of volume and intent.
Avg CPC
$1.65
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$2.15
Searches for solutions to problems your product solves.
Avg CPC
$1.48
Add these as negative keywords to stop wasting budget:
Pinterest-stage browsing, not buying
Race to bottom, attracts returns
Research phase, influencer-seeking
Looking for exact item they can't afford
Inspiration seeking, low purchase intent
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Style] + [Product Type] + [Color] + [Material if premium]
Include season and occasion in product titles
Use custom_label_0 for season (Spring 2025, Fall 2024, Clearance)
Exclude sold-out sizes and colors from feed automatically
Add material and style attributes for filtering