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 most effective in a Purchase Campaign because queries that include the brand name reflect explicit purchase intent for that brand. When users search for the brand, they’re typically closer to converting, so your ads can point directly to the exact product pages with messaging and promotions that match their intent, often delivering higher conversion rates and return on ad spend. This approach also helps protect the brand by capturing traffic that might otherwise go to competitors bidding on the brand name. Negative keywords are useful for filtering irrelevant searches, but they don’t drive purchases by themselves. Generic terms bring broader traffic with lower purchase intent, and long-tail terms can be informative but are not as directly aligned with immediate brand-driven purchases as branded terms.