Why Broad Keywords Burn Budget — And What to Do Instead

Running Google Ads without a smart keyword strategy is like trying to win a race blindfolded. Sure, you might move fast — but it’s in the wrong direction. One of the most common (and costly) mistakes we see in eCommerce is an overreliance on broad, generic keywords that soak up spend and rarely convert. Let's break down why that happens, and how you can shift your approach to uncover more profitable results with product-specific targeting.

The Hidden Cost of Broad Keywords

Broad keywords often seem like a good idea. “Shoes,” “supplements,” or “pet food” get massive search volume — but that doesn’t mean they drive sales. These keywords are usually too vague to signal purchase intent. Worse, you're competing with giants like Amazon, Walmart, or legacy DTC brands with massive budgets.

Clicks are expensive. Conversions are rare. ROAS plummets.

Why Specificity Wins in eCommerce

Let’s say you sell running shoes. Instead of targeting “shoes” or even “running shoes,” imagine focusing on a keyword like “women’s waterproof trail running shoes size 8.” That keyword may have lower volume, but it’s high-intent. It signals that the buyer knows what they want, and they’re closer to making a purchase decision.

This is the foundation of a product-led keyword strategy: targeting based on exactly what you sell, not what you think people might search.

Amplifyd: Automating Product-Led Discovery

With Amplifyd, we help brands skip the guesswork. Our system scans your entire product catalog and surfaces keyword opportunities that map directly to your inventory. That means no more wasting money on keywords that don’t convert — and no more spreadsheets or clunky tools trying to reverse-engineer intent.

Every keyword recommendation comes with competitive data, estimated ROI, and even seasonal trends to help you stay ahead.

From Waste to Wins

We’ve seen brands cut their Google Ads budgets in half and still improve performance simply by eliminating vague, low-intent keywords. When your targeting is rooted in your product — and not generic assumptions — everything becomes more efficient: CPCs drop, conversions rise, and ROAS improves.

Want to stop wasting spend and start making search work for you?

👉 Sign up for the Amplifyd Beta today!