Interesting list of keywords used by the big online advertisers: http://www.clickz.com/stats/sectors/advertising/article.php/3600311 scroll down to the fourth table. Some are tageting the competition: Ebay using the KW craigslist, Microsoft using Google, Time-Warner (AOL) using Mapquest, Vonage using Comcast. Targeting themselves: Dell and Ebay Lots of competition for: airline tickets (no surprise) Weird: pictures+of+women+with+bruised+faces by two companies: Shopzilla and eWoss