Non custom orthotic sports insoles or some expensive running shoes?

Hey i was wanting to buy some no custom orthotics in other words off the shelf ones that fit everyone.. i have no special needs so to speak but when i do run i do get annoying pain well more like when my feet hit the ground its quite hard so i was wondering if i should buy some of these sports insoles http://nuovahealth.co.uk/shop/plantar-fasciitis-arch-support-insoles/‎ or some running shoes which will be more expensive but not custom as well?

What you guys think? Thanks!

May be too late since you posted this a couple of weeks ago but it looks like those insoles are to help with someone who has/had plantar fasciitis. Have you been diagnosed with plantar fasciitis by a doctor? If not, I wouldn't get an insole that specifically targets a certain condition or foot issue. I'd start with some better shoes before trying the orthotic option.