Brand-aware, past research phase
Direct purchase intent
Subscription-seeking = high LTV
Breed-specific = qualified buyer
'Dog allergies food' = specific need
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.92
Product category searches. Good balance of volume and intent.
Avg CPC
$1.15
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.49
Searches for solutions to problems your product solves.
Avg CPC
$1.03
Add these as negative keywords to stop wasting budget:
Information seeking, not buying
Research phase, often buys elsewhere
Freebie seekers, no revenue
Worried owner, not product buyer
DIY, not purchasing
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Pet Type/Breed] + [Product Type] + [Size/Age Designation]
Include breed or size designation in product titles
Create separate Shopping products for subscription vs. one-time
Use granular product categories (species > product type > age/size)
Add pet health benefit keywords to descriptions