|If you can rank for "Brand X Shoe Model" and someone does that search, chances are they are looking to buy that specific model of shoes but don't yet have a specific store in mind to buy them from. If you can serve up a variety of places to buy them with a few options so someone can pick what they think it a good deal the conversion rate will probably be lower than someone searching for Amazon that you pull in but will probably still be pretty good. |
If the search is just "Brand X shoes', then the consumer probably isn't quite as sure about what they want to buy as the person who searched for a specific model. If you can give them enough ads or products to choose from to make a decision, some sales will be generated but chances are the conversion rate for the "brand X shoes" will be lower than "Brand X shoe model"