Understanding the Marketing Funnel

Before diving into product/offer keywords  Product/Offer Keywords (Middle Funnel)  specifically, it helps to understand where they fit in the marketing funnel:

Top of Funnel (Awareness) – Users are discovering they have a problem or desire.

Middle of Funnel (Consideration) – Users are comparing solutions, brands, and products.

Bottom of Funnel (Decision) – Users are ready to purchase or take a specific action.

Product/offer keywords are mostly used in the middle of the funnel (MoFu), where potential customers are evaluating their options.

What Are Product/Offer Keywords?
Product/offer keywords are search terms that users enter when they’re specifically looking for types of products, services, features, or promotions that can meet their needs. These keywords go beyond general information and focus on what you’re offering in a concrete, detailed way.

These keywords often include:

Brand names

Product categories

Model numbers or product names

Feature-based phrases

Comparison terms (e.g., "best laptop for gaming")

Promotional or offer-related terms (e.g., "free trial," "discount," "bundle offer")

Examples of Product/Offer Keywords:
“Dell XPS 13 laptop specs”

“Best CRM software for small business”

“Free trial marketing automation tools”

“iPhone 14 Pro max monthly plan”

“Buy air purifier with HEPA filter”

“Top-rated hiking boots for winter”

These terms reflect a higher level of intent than awareness-stage keywords like “how to remove allergens from the air,” but are still a step away from action terms like “buy Dyson air purifier today.”

Why Are Product/Offer Keywords Important?
Capture In-Market Audiences: People using product/offer keywords are already looking for a solution. They are “warm leads” and much more likely to convert if you show them the right message.

Guide Prospects Toward Conversion: Middle funnel content using these keywords helps educate and influence decision-making by comparing options and highlighting benefits.

Improve ROI on Paid Ads: These keywords are highly valuable in pay-per-click (PPC) campaigns, especially when paired with landing pages that match the user’s intent.

Enable SEO Targeting: Optimizing your site and content around product/offer keywords can boost organic traffic from users closer to making a purchase decision.

How to Use Product/Offer Keywords Effectively
1. Content Marketing
Create comparison guides, product reviews, listicles, and detailed product pages that use product/offer keywords. Examples include:

“Top 5 Electric Scooters Under $500”

“Our CRM vs. Competitors: Feature-by-Feature Comparison”

“Why Our Anti-Aging Cream Works Better Than Retinol Alone”

2. Landing Pages
Develop dedicated landing pages that correspond to specific product/offer keywords. These pages should highlight the benefits, features, pricing, testimonials, and CTAs relevant to the searcher’s interest.

3. Paid Search Advertising
Bid on product/offer keywords through Google Ads or Bing Ads. Structure campaigns with ad copy that mirrors the search terms and points to relevant landing pages.