e.g., 'gifts for pharmacists' = niche with purchase intent
e.g., 'fishing gifts funny' = defined audience
e.g., 'cat dad mug' = identity-based purchasing
Customization = higher AOV, less competition
Passionate buyers, less price-sensitive
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.76
Product category searches. Good balance of volume and intent.
Avg CPC
$0.95
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.23
Searches for solutions to problems your product solves.
Avg CPC
$0.85
Add these as negative keywords to stop wasting budget:
Million competitors, commodity pricing
Can't win on price with POD margins
Trend dies before ads optimize, copyright risks
Looking for blank printing services
Creators looking for inspiration, not buyers
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Niche/Audience] + [Product Type] + [Design Theme/Humor Style]
Front-load niche keywords in product titles
Use custom labels to separate proven winners from new designs
Set minimum ROAS thresholds before adding products to feed
Include shipping time in product description to set expectations