most people suggests that direct keywords is the way to go, especially for newbies. but i just started having fun with ppc with 4 different CB products/services and ctr's for all of them are way better using broad(or even not directly related to product) keywords. direct got avg 0.04%, but broad, indirect,same niche products have 0.4%. no conversions so far, but based on ctr's i'ts clear that there is interest on those products. banners clearly states what the user will see on the landing page. results are similar for all of them. used keywords from 100 top ranking websites on google. right now i'm not really interested in CR's and profit, just getting my feet wet in PPC/PPM(?), but what surprised me is that the results are exact opposite of what everyone suggests. Obviously data has the biggest value on PPC, so maybe i'ts more beneficial to use it just as an expensive tool for discovering new vectors for accessing the potential customer? not just rip ads and bid 0.5$ on "industry suggested" kws hoping for some returns. Or am i getting this completely wrong? CTR doesn't matter. I'ts all about CR.