Category + attribute searches (e.g., 'men's running shoes') have strong purchase intent and reasonable CPCs
Branded product searches convert at 8-12% and should always have dedicated campaigns
Use-case searches (e.g., 'gifts for runners') indicate purchase intent with less competition
Comparison searches show research phase but strong purchase timeline
Users searching alternatives are ready to buy, just need convincing
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$0.71
Product category searches. Good balance of volume and intent.
Avg CPC
$0.89
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.16
Searches for solutions to problems your product solves.
Avg CPC
$0.80
Add these as negative keywords to stop wasting budget:
Zero purchase intent, wastes budget on freebie seekers
Users want to make it themselves, not buy
Informational intent—save for advertorial strategy, not direct product ads
Job seekers, not customers
Unless you're B2B, these are resellers not end customers
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Gender/Audience] + [Product Type] + [Key Feature/Material] + [Brand] + [Size/Variant if space]
Use all 150 characters in product titles—frontload with searchable terms
Include product highlights with key selling points (free shipping, warranty, etc.)
Add promotion IDs for automatic sale badge display
Use high-quality images with white background for main image
Keep product descriptions under 5000 characters but over 500 for SEO value