Brand-aware, either product line
Bundle seekers
Problem-aware buyers
Tech-savvy buyers
Comparison shoppers
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.48
Product category searches. Good balance of volume and intent.
Avg CPC
$1.85
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$2.41
Searches for solutions to problems your product solves.
Avg CPC
$1.67
Add these as negative keywords to stop wasting budget:
Unless you have a free tier, avoid freebie seekers
Don't want your software, want to do it themselves
May be looking to leave competitors, but often just comparing
Price-sensitive buyers have lower LTV
Won't pay for software
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product/Software Name] + [Key Benefit] + [Subscription/One-time]
Maintain separate campaigns for SaaS vs. physical products
Track micro-conversions differently: trial signups vs. product purchases
Build exclusion lists of existing subscribers for product campaigns
Calculate blended CAC considering both revenue streams