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It entirely depends on the product. Consider what is known as the 'long tail' of search marketing. That is, the hundreds of different variations or related searches people may type that might bring you traffic. There might be 1000s giving lots of opportunities for people to see your ad.

very often the keywords you think are going to bring lots of traffic turn out to be very expensive as your competition is also bidding on those terms. It is often a good idea to avoid the popular terms and stick to the cheap 'long tail' terms.

You can then pre qualify your clicks by ensuring that the name, availability and cost of your item are mentioned in your ad. This way you are more likely to only spend money on clicks that are likely to convert to business.

Good luck.