Direct subscription intent
Subscription-format seeking
Comparison with purchase intent
Gift buyers have specific intent
Brand-aware, high conversion
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.08
Product category searches. Good balance of volume and intent.
Avg CPC
$1.35
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.76
Searches for solutions to problems your product solves.
Avg CPC
$1.22
Add these as negative keywords to stop wasting budget:
Churning customers, terrible retention
Freebie seekers, no LTV
Already subscribed, researching current box
Price-sensitive = high churn
No commitment intent
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Niche] + Subscription Box + [Frequency] + [Key Value Prop]
Create separate feed items for each subscription term (monthly, 3-month, annual)
Use custom labels for new subscriber offers vs. gift options
Update product images monthly to reflect current box contents
Include subscription terms prominently in title and description