By: CLC Editorial Staff
In retail media, there’s no shortage of focus on targeting precision, budget allocation, and return on ad spend (ROAS). But one of the most overlooked opportunities in Sponsored Product Ads (SPA) is how shoppers are actually searching—and how brands are bidding.
The majority of brands are still chasing high-volume, generic keywords like “protein bar” or “cereal.” These broad terms are competitive, expensive, and often lack buying intent. Meanwhile, the shoppers most ready to convert are using long-tail, specific search queries—and often, they’re being ignored.
The Shift in Shopper Behavior
Modern shoppers are searching with intent. They know what they want, and they’re using increasingly specific terms to find it. According to eMarketer and research aggregated by The Mars Agency:
- Over 70% of retail media searches are unbranded
- More than half of those unbranded searches are long-tail (3+ words)
- Ingredient- or benefit-based searches—like “low sugar,” “no additives,” or “pea protein”—are driving stronger conversion rates in health-conscious categories
- Conversion rates for long-tail keywords can be up to 2x higher than broad category terms
This shift isn’t limited to health food or beauty—it spans every aisle, from “baking soda free deodorant” to “toddler snacks without added sugar.”
Why Long-Tail and Ingredient-Based Keywords Work
Generic search terms generate volume, but they rarely lead to high-intent conversions. In contrast, long-tail and ingredient-based keywords match shoppers who are closer to making a decision—and more likely to click and buy.
For example:
| Keyword Type | Example | Intent Level | CPC | Conversion Likelihood |
|---|---|---|---|---|
| Broad | “granola bar” | Low | High | Low |
| Long-tail | “low sugar granola bar for kids” | High | Moderate | High |
| Ingredient-based | “granola bar with chia seeds” | Very High | Lower | Very High |
Not only are you reducing wasted impressions, but you’re also making your media spend work harder by aligning with actual shopper needs.
Sponsored Product Ads Are Built for This
SPA campaigns thrive in lower-funnel environments, where searchers are actively looking for a solution. Long-tail keywords allow you to appear in more targeted moments, reducing spend on broad awareness and driving stronger returns.
This approach also unlocks:
- New-to-brand growth by reaching shoppers who are searching by benefit, not brand
- More efficient CPCs due to less competition on niche terms
- Higher return on ad spend, especially when product pages are optimized for search
How to Implement This Strategy
- Mine Search Term Reports
Use data from your campaigns and retail media partners to uncover long-tail queries that are already converting. Build these into your keyword lists. - Expand Campaign Structures
Create separate ad groups or campaigns focused solely on ingredient/benefit-based search terms. Tailor your bids accordingly. - Optimize PDP Content
Make sure your product titles, bullets, and A+ content include relevant keywords that match shopper language. If your PDP doesn’t say “keto-friendly,” it likely won’t show up for that search. - A/B Test Continuously
Measure performance against broader keywords to refine your approach. Typically, you’ll see stronger click-through and conversion rates with more specific terms.
Final Thought
Retail media has matured, but keyword strategies haven’t kept up. Brands that lean into long-tail and ingredient-based keyword targeting will outperform those still chasing broad category terms. The goal isn’t just visibility—it’s relevance.
Being specific isn’t limiting. It’s strategic.