In a Purchase Campaign, which type of search terms should be used?

In a Purchase Campaign, which type of search terms should be used?

• A. Negative keywords
• B. Generic search terms
• C. Brand search terms
• D. Long-tail terms

Answer: (C)

Brand search terms are the best fit for a Purchase Campaign because they reflect explicit intent to buy from your brand. When someone searches for your brand, they already know who you are, what you offer, and often the price, so they’re further along in the decision process. That alignment makes conversions more likely and helps you spend more efficiently, as the ads are highly relevant to the user’s intent and typically yield higher conversion rates and often a lower effective cost per acquisition. Generic search terms pull in users who are still exploring options and may not be ready to commit to your brand, which can lead to lower conversion rates in a campaign focused on purchases. Long-tail terms are more specific and can capture intent, but they may not provide the volume needed for a Purchase Campaign centered on driving purchases from known demand. Negative keywords help filter out irrelevant traffic, but they don’t drive the purchase-ready demand that brand terms directly capture. So, targeting brand search terms focuses on users primed to buy from you, making it the most effective choice for a Purchase Campaign.

Brand search terms are the best fit for a Purchase Campaign because they reflect explicit intent to buy from your brand. When someone searches for your brand, they already know who you are, what you offer, and often the price, so they’re further along in the decision process. That alignment makes conversions more likely and helps you spend more efficiently, as the ads are highly relevant to the user’s intent and typically yield higher conversion rates and often a lower effective cost per acquisition.

Generic search terms pull in users who are still exploring options and may not be ready to commit to your brand, which can lead to lower conversion rates in a campaign focused on purchases. Long-tail terms are more specific and can capture intent, but they may not provide the volume needed for a Purchase Campaign centered on driving purchases from known demand. Negative keywords help filter out irrelevant traffic, but they don’t drive the purchase-ready demand that brand terms directly capture.

So, targeting brand search terms focuses on users primed to buy from you, making it the most effective choice for a Purchase Campaign.