How do you use Commercial and Transactional type keywords?

[BigCornerCreative]

I would need more information the kind of service. But I manage some local businesses that have a consumer focused campaign and a commercial campaign. Keywords like “residential painting” and “painting for business” have different aov, etc. The business goals of the client is really the key. If they want more of one or the other that’s how I would structure it with dedicated budgets. If they don’t care. They could be different ad groups especially with Max Conversion Value bid strategy.

The term “transactional” is throwing me though.

[vilo-vilo]

Most brands whether ecom or lead gen compente on the most BOF highest intent keywords – the transactional ones. That’s usually where intent is highest, but it’s also why CPCs are often highest (not always)

Going a bit higher up the funnel with commercial terms, research/comparison intent can be a really good way to expand beyond your usual audience and buy cheaper prospecting traffic. The important part is to match the intent on the landing page. If someone searches “top 10 XYZ” and lands on BUY X NOW page, they’ll bounce. But if they land on lander matching their intent and you can still convert it, just with lower immediate intent, often requiring retargeting.

I usually run it them in different campaigns because of different intent, but it also depends on account. sometimes i just use the same campaign just separate ad groups. If they are in the same campaign it’s important to not allow those higher up the funnel ad groups to cannibalize those with higher intent. So campaign needs to be well funded.