Budget-defined, ready to buy
Low CPC, price-conscious buyer
Shipping-aware, conversion-ready
Higher AOV potential
Cheapest CPCs for brand-aware
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.44
Product category searches. Good balance of volume and intent.
Avg CPC
$0.55
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$0.72
Searches for solutions to problems your product solves.
Avg CPC
$0.50
Add these as negative keywords to stop wasting budget:
CPCs too high for thin margins
Premium intent, won't convert on cheap items
Looking for premium, not low-ticket
Research phase extends past impulse window
Over-thinking for impulse purchase
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product] + [Value Prop: Bundle/Free Shipping/Under $X]
Create bundle listings (3-pack, 5-pack, kit)
Show free shipping threshold or bake shipping into price
Use 'starting at' pricing to attract budget shoppers
Exclude products under your profitable AOV threshold