Remember the value of your branded terms as well. If you deal with multiple products, add keywords that are combinations of your brand name and high-volume products that people often search for in the same query.
Note that if your brand name has a broad meaning and isn’t unique like Airbnb, Uber, or Pepsi, you should mix your brand name with different combinations to specify the search query. For example, you brand name is “Moon”, and you sell handmade gloves. Try using key phrases like “Buy Moon gloves”.