Looking for direct purchase, not marketplace
Site-exclusive products or bundles
Brand-aware traffic
Wanting to skip marketplaces
Seeking direct relationship benefits
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.12
Product category searches. Good balance of volume and intent.
Avg CPC
$1.40
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.82
Searches for solutions to problems your product solves.
Avg CPC
$1.26
Add these as negative keywords to stop wasting budget:
Marketplace intent, not site intent
Looking for Amazon specifically
May default to marketplace shipping
Comparison shopping, channel-agnostic
Will find your lowest-price channel
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product] + [Site-Exclusive Benefit if applicable]
Create site-exclusive products or bundles not on marketplaces
Use single source of truth for inventory across channels
Match or justify price differences with value adds
Track cross-channel customer journey, not just last-click