Which keyword type is described as highly relevant in search results and more likely to convert?

• A. Brand Keywords
• B. Category Keywords
• C. Negative Keywords
• D. Product Targeting

Answer: (A)

Brand keywords tend to be highly relevant in search results and more likely to convert because shoppers using a brand name are signaling clear purchase intent and familiarity with the product line. When the query includes the brand, the ad matches exactly what the shopper is seeking, which boosts relevance, click-through, and the chances of a sale. This specificity often leads to higher conversion rates and a better return on ad spend. Category keywords are broader and invite more comparison, which can lower immediate conversion. Negative keywords are used to filter out irrelevant searches, not to drive conversions on relevant terms. Product targeting targets placements or product pages rather than the search query itself. So, brand keywords are the best fit for strong relevance and higher conversion likelihood.