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Hey Rakshit, We have run ads for 10 monthly keyword searches for high intent keywords and have seen good conversions there. My recommendations would be • Start running ads for Phrase and exact keywords and optimise the search terms on regular basis • Keep an eye out on the conversion rate and optimise the landing pages for that as the campaign progresses PS: Assumption here is that $10-20 CPC is good.

Thanks Pranjal, The SV I am talking about here ranges from 70 to 140. Btw, here high CPC in our case is also due to paid product listing websites like capterra, Softwareadvice, etc. Have seen competition running ads there and competing for the top most position. Thanks for your suggestions. We have "compare" and "alternative" related keywords that are showing up in Google autosuggest but search volume for these KWs is 0 - 10 in Keyword planner.

Would recommend starting with phrase and exact in same ad group. Include alternative and compare as well because the conversion rate would be higher for those. To reduce the CPC, you can start with maximise clicks for two weeks, if the SQL cost is not optimum do an A/B test with manual CPC and then take a call on that basis.

Thanks for your suggestions

Don’t go with intent based keywords then just go with persona based supplementary keywords. For ex: chillipiper is running an ad for drift. Chillipiper is a demo scheduling software Drift is a chat bot. Even though they are running ads for drift because the user who is searching for drift will be the inmarket audience for chillipiper too. But you should work on prequalifying ad copies and landing pages to filter intent based users. If you have more spend appetite then don’t trust keywords with search volume. Go broad and do smart bidding with TCPA or Roas.