Gift buyers have urgency and budget
Brand-aware, purchase-ready
Anniversary, birthday, graduation = urgent
'Minimalist necklace,' 'vintage ring' = defined preference
'14k gold necklace' = budget-qualified
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.08
Product category searches. Good balance of volume and intent.
Avg CPC
$1.35
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.76
Searches for solutions to problems your product solves.
Avg CPC
$1.22
Add these as negative keywords to stop wasting budget:
Price-sensitive, quality-skeptical
Making their own, not buying
Research, not purchase
Different market segment
Already owns, not buying
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Material] + [Product Type] + [Style Descriptor]
Use high-resolution photos with proper jewelry lighting
Include material (14k gold, sterling silver) in titles
Add occasion/gift language to descriptions
Use custom labels for gift guides vs. self-purchase