In terms of Google adwords keywords optimisation, those results demonstrate that targeted search are more likely to convert. In a way it is more than logical. A person looking for ' Apple Ibook' is by nature a person that is highly likely to buy an Apple computer compared to a consumer searching for 'computer'. In the case of the first one, he has already made his decision on what brand and model of computer he wants !
Moreover, such keyword strategy can also contribute to reduce the CPC as more targeted keywords are often (but not always) in less demand than broad and generic keywords.
Even more interesting, the improvement in converison and therfore CTR, will increase your Google Quality Score, which will reduce your CPC even further...
This approach is highly beneficial for your campaign, however it might work in industry where brand power is strong. Industries with a low brand power such as generic products might not get most of the benefits from this approach
