Buyer intent keywords alone in the PPC campaign?

Testing it with broad first ..there is no silver bullet.

It depends on what you're selling and your site.

But I would generally go for high buyer intent KWs first to see if they convert before broadening out.

e.g. "Best fat burner product" rather than "I am fat"

Hi IonutMunteanu,

I think you need to take a step back.

The first thing you need to do is define your goals.

My point is that the answers you seek are defined by your goals. Without the context of your specific goals, any answers you are getting cannot possibly be relevant, except by mere coincidence.

Start with you overall business goals, then define the primary objective for this sales page, and the specific goals of this test campaign. Once you have your specific goals in place it will become much easier to find the answers your seek. If fact, the answers may become so obvious that you no longer need to ask others for their opinion on a public forum.

Whether or not you should target buyer intent keywords depends upon the goal of your test. If your goal is to create a sales page that works well in branding and awareness campaigns, then targeting a narrow set of keywords may not provide any relevant data. On the other hand, if your goal is to create an effective direct sales landing page for a very narrow market segment, targeting the bottom of the marketing funnel, then choosing a narrow selection of highly target keywords with high commercial intent would probably be best. The correct answer depends upon your goals.

It seems rather obvious from the questions you are asking that you have not yet defined the goals of your test. Or, that you have not yet selected a specific strategy which is a common issue with new marketers, and usually stems from the lack of a specific business goal.

A metric cannot be good or bad outside of a relationship to some sort of standard. In this context, standards are established by your goals. Without clear goals, there can be no meaningful standard and therefor no clear direction to proceed. Start with a specific goal.

What I usually do is create a broad campaign with a low bid and low budget and see whether I get traffic.

That will reveal the low hanging fruits, in terms of keywords and increase my bids if I don't see traffic.

After that I move converting keywords to a separate campaign so that all keywords on there are profitable, and continue to scale up from there.