Brand awareness indicates purchase readiness
Budget-aware, ready to spend
'Premium,' 'professional,' 'commercial-grade' = budget-qualified
Financing seekers are purchase-ready
Professional buyers have budget authority
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$2.28
Product category searches. Good balance of volume and intent.
Avg CPC
$2.85
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$3.71
Searches for solutions to problems your product solves.
Avg CPC
$2.56
Add these as negative keywords to stop wasting budget:
Price-sensitive, will bounce on cost
Wrong price expectation entirely
Not buying expensive solutions
Research phase, long cycle to purchase
Budget-constrained, looking for deals
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product] + [Premium Indicator] + [Price Range if helpful]
Include price indicators in Shopping titles ('from $599', 'Premium')
Use high-quality, professional product images
Add trust signals (warranty, reviews, certifications) to descriptions
Consider separate feeds for financing-eligible vs. cash products