How I use 4 keyword types to turn searches into customers

Combine keywords + Ad Messages to deliver personalized messages

𝟭. 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “How to bake a chocolate cake”

Step-by-step instructions or general information about baking a chocolate cake but has no intention of buying anything immediately

𝗧𝗶𝗽: Use these for top-of-funnel campaigns like educational content, blog promotion, or video tutorials

𝟮. 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “[Website Example] login page”

Knows the site or page they want to visit (e.g., amazon) and is using the search engine to navigate there directly

𝗧𝗶𝗽: Use negative keywords like “[Your Brand] login” or “[Your Brand] careers” to avoid paying for searches where users are looking for non-commercial actions

𝟯. 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “Best laptops for students”

Researching options and comparing brands or features, likely preparing to make a purchasing decision later.

𝗧𝗶𝗽: Focus on middle-of-funnel campaigns like product comparisons, discounts, or promotions.

𝟰. 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “Buy Nike running shoes online”

Ready to make a purchase or take action, such as buying the specific product mentioned.

𝗧𝗶𝗽: These are bottom-of-funnel keywords where users are ready to convert. Optimize your ad copy with clear CTAs like “Buy Now” or “Limited Time Offer.”

Keywords can hold multiple meanings depending on the reader’s intent. Always align your message to their stage in the funnel.