A client who owns an online running shoe store wants to drive sales of a particular model of women’s running shoes.
Correct Answer
Specific terms about the shoe brand and model your client is selling
Why is this the correct answer?
To drive sales of a specific model of women's running shoes, the client should use specific terms about the shoe brand and model. Specific branded and model-level keywords attract users with high purchase intent — people searching for Nike Air Zoom Pegasus women's or Asics Gel-Kayano 30 are much closer to buying than someone searching generic terms. These specific keywords have lower competition, lower CPCs, and significantly higher conversion rates because the searcher already knows what they want and is ready to purchase.
Why are the other options incorrect?
Specific terms about the benefits of running
Terms about the benefits of running target fitness enthusiasts who are not necessarily looking to buy shoes — this audience is too broad and early in the buying journey for a product-specific sales campaign.
Generic terms about running and running shoes
Generic terms like running shoes have high competition, higher CPCs, and attract browsers rather than buyers. They do not serve a specific model promotion campaign efficiently.
Generic terms about different types of women’s shoes
Generic terms about different types of women's shoes are even further from purchase intent — someone searching women's shoes is not looking for a specific running shoe model.
Real-World Example
A running shoe retailer creates a campaign for the Brooks Ghost 16 women's with keywords like Brooks Ghost 16 womens, buy Brooks Ghost 16, Brooks Ghost 16 size 6. Conversion rate is 8.4% versus 0.9% for generic running shoes keywords — specific model terms cost 60% less per click and convert 9x better.