Brand-aware, past research phase
Direct online purchase intent
Specific size = knows their space
Shipping-aware, ready to buy
Defined style preference = committed
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
Looking for local stores, not online
Wants in-person experience
Building themselves, not buying
Different price expectations
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Type] + [Style] + [Key Dimension if furniture]
Use room-context lifestyle photography alongside product shots
Include key dimensions in product titles
Show shipping information upfront (free shipping threshold or estimate)
Add custom labels for in-stock/ready-to-ship vs. made-to-order