Here is an important lesson for all newbies in PPC advertising. You must understand the buying psychology of the customer to earn money from PPC marketing. From keywords (KWs) you should be able to understand whether the customer is ready to buy or just browsing. There are three types of keywords 1. Browsing KWs 2. Comparison KWs 3. Buying KWs Browsing KWs means the person is just searching information and not yet ready to buy. You will loose money if you bid for browsing KWs. Let's see an example... "designer handbags" is a good example for a browsing KW. The person who is typing this is just try to find what are the good designer handbags available in the market. At this point the customer will jump from site to site and collect information. Then she will start searching again using a keyword similar to below Dior handbags The above is called a comparison KW. The customer has narrowdown the search, but not yet sure what to buy. Comparison KWs are good to bid if you have a content rich website to pre-sell the customer such as a review site. These type of KWs are not good for direct linking to merchant's website. So what are the buying KWs? Will take the above example. Have a look at the following KWs Brown Dior handbags Dior shoulder handbags Dior top zip handbags buy Dior handbags Dior handbag coupons In the above KWs you can see the person has done the research and knows what exactly she wants to buy. Did you get the idea? Bid on these types of KWs and you will make money.