An effective model for choosing the right keywords strategy when working with Google Ads:
Different keywords represent different levels of intention and interest regarding the product or services that you offer.
Some of the keywords represent searches that are closer to conversion with a higher buying intent, while other keywords represent searches that are done by people who are in an earlier stage of their market research.
The infographic below is categorizing different keywords by how close they are to conversion.
Keywords that represent a higher buying intent will fall into categories that are closer to the center and keywords at the outer layers are farther from conversion.
Obviously, you should invest most of your time and resources in keywords that are closer to conversion.
When developing the structure of your ads account you should first maximize the results from keywords that are closer to conversion, and then expand to the outer circles.
The categorization of keywords in a nutshell (from the center of the circle outwards):
This categorization allows for better marketing funnels and customer journeys, sharper marketing messages, and basically, you’ll get better conversion rates which means better results and profit.