Brand-aware, ready to purchase
Goal-oriented with purchase intent
Subscription seekers have high LTV
Higher AOV, educated buyer
Direct purchase intent
Different keyword types serve different purposes. Build a balanced strategy:
Specific product names and SKUs. Highest conversion rate but limited volume.
Avg CPC
$1.16
Product category searches. Good balance of volume and intent.
Avg CPC
$1.45
Searches for competing brands. High intent but requires strong value prop.
Avg CPC
$1.89
Searches for solutions to problems your product solves.
Avg CPC
$1.30
Add these as negative keywords to stop wasting budget:
Medical claim, policy violation risk
Informational, not purchase intent
Concern/research phase
Medical comparison, compliance risk
Freebie seekers, no LTV
For Shopping campaigns, your keywords come from your product feed. Optimize titles for search:
[Brand] + [Supplement Type] + [Key Ingredient] + [Dosage/Count]
Use compliant, ingredient-focused titles (not benefit claims)
Include third-party certifications (NSF, USP, GMP) in descriptions
Create separate products for subscription vs. one-time
Add custom labels for margin tier and bestseller status