Generic term
A broad category phrase like 'cutting board' — high traffic, low intent, converts poorly.
Generic terms attract browsers. Specific terms attract buyers. "Cutting board" and "end grain walnut cutting board 18 inch" behave completely differently and should not share a bidding rule.
AutoPPC holds generics to a higher evidence bar before harvesting, and starts them at a haircut off their Earned CPC so they must earn a raise rather than begin at the top.