A lot of companies spend a lot of money chasing very broad search terms in an effort to reach a larger market. The problem is the majority of searchers aren’t imminent potential buyers, so it can be easy to waste a lot of money this way.
When refining your keyword list, look for cues that indicate a readiness to purchase. Someone who searches on vegetable seeds or grow tomatoes, for instance, is probably just starting their research, or only needs how-to information.
Search terms such as vegetable seed catalog, buy vegetable seeds, heirloom tomato seeds for sale, or vegetable seed company bring you much closer to a potential buyer. Likewise, searches for specific varieties – say Sun Gold tomato plants – can often indicate that the search is in the final stages of a buying decision.