how target keywords in PPC. based on my experience i usually target keywords/keyphrases based on buying cycle. so i divided internet users into 3 categories of buying cycle. 1. browsers > browsers users usually use keywords generic ones ( e.g hotel, singapore, budget hotel ) > most of users in this stage are just curious > your campaign will getting a lot clicks on this but it is very expensive. 2. Canvassers > Canvassers usually use 2 to 3 keyphrases ( e.g hotel in singapore, singapore budget hotels in singapore , cheap hotels singapore ) > most of users actually want to purchase something but looking for better deals, looking for more secure transactions and etc... 3. Real buyers > Real buyers usually use 2 to 4 keyphrases sometimes longer or keywords that are more specific because they know actually what they want ( e.g cheap hotel in singapore, red distric singapore budget hotels , cheap hotels singapore in little india, singapore hotels near suntec, claremont hotel in singapore, perfume hotel singapore website) most of keywords/keyphrases that actually used by the canvassers and real buyers are the cheap ones and gives more higher conversion. Those keywords are often not as competitive and you can maximize organic search results and cheaper costs on keyword based PPC advertising. recommended tools 1. http://www.keyworddiscovery.com 2. http://www.wordtracker.com 3. https://adwords.google.com/select/KeywordToolExternal 4. http://tools.seobook.com/general/keyword/ 5. http://inventory.overture.com/d/searchinventory/suggestion/ hopefully it make sense