Online electronic retailer. Listing up campaigns, ctr and conv. rate %. product models (keywords like exact names like "nokia n73" etc.)/11.98%/0.34% brand names (keywords like nokia, samsung, etc.)/6.03%/0.62% product groups (keywords like "panasonic plasma" and "cheap digital camera".)/5.55%/0.64% single words (keywords like tv, lcd, laptop etc.)/2.32%/1.20%
I'm surprised that your most general keywords have the highest conversion ratio. I would have expected it to be the other way around. That your most general keywords have the lowest CTR is to be expected though. Whether or not your CTR is good is hard to say without knowing your ad rank, but it's not bad in any way, IMO. A 1% conversion ratio seems to be the average, but it can be lower for your niche and still be good, as long as you're making a good profit. Just my 2 cents; I'm still a bit newbeish so don't take my word for anything.
BTW, how many clicks are your stats based on? You need at least about 500 per ad group to rule out variance.
It all dependes on how mcuh money you are making per conversation!! If you make more that the cost per converstaion then those are good numbers! My only suggestion is that you need to change your landing pages. The reason is you have 11.98% CTR (ok for a generic word) but the conversation is 0.34% which is not very good! good luck