A common new-seller mistake: assuming a product's obviously-relevant keyword (e.g., 'Mentos mints' for a mints product) will convert well via exact match at top-of-search, simply because the product name matches the query. It usually doesn't — a listing with no reviews or reputation often can't convert efficiently even on a dead-on keyword match, because both ranking algorithms and shopper trust depend on more than name-to-query overlap.
The practical fix is budgeting expectations, not avoiding the keyword: expect low initial conversion on 'obvious' exact-match terms at launch, and don't over-commit spend to top-of-search bids until reviews and rank exist to back them up. Related: Listing Expectation Management for Borderline-Rated Products, PPC Honeymoon Period, Placement Bid Adjustments (Top of Search / Rest of Search / Product Pages).
Из тем: PPC Campaign Structure & Bidding