Brand-aware, purchase intent
Direct purchase intent
Specific product attributes
Category-specific searches
Gift intent buyers convert well
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.00
Product category searches. Good balance of volume and intent.
Avg CPC
$1.25
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.63
Searches for solutions to problems your product solves.
Avg CPC
$1.13
Add these as negative keywords to stop wasting budget:
Platform searches, not product buyers
Looking for website templates
Sellers, not buyers
Often looking to create a site
May be looking for design services
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Product Name] + [Key Attribute]
Use automated feed app, never rely on manual updates
Verify product variants sync correctly to feed
Test checkout flow regularly for friction points
Monitor page speed and optimize images