From a retailers point of view, yes, if you do it right i.e. phrase your ad well, go for the niche keywords (cheaper, higher quality leads), have relevant landi

From a retailers point of view, yes, if you do it right i.e. phrase your ad well, go for the niche keywords (cheaper, higher quality leads), have relevant landing pages (ads go direct to the product buy page, not higher level category page). If you also provide a product people want at a price point they are happy with (and ideally with service they cannot complain about - fast shipping, good dispute resolution policy, etc etc) then once they see your ad/page, they generally buy. I actually manage about $100K of adwords spending each month for about 25 client sites which do about $2M gross revenue per month and have seen good increases with the campaigns I have managed. Many of the clients initially managed it themselves but got poor results. My basic tips would be... [1]. ALWAYS have metrics in place to mesure campaign effectiveness (visitor volumes, keyword search terms, click-through paths, conversion rates). you can use google metrics (urchin) for free but it is worth paying for a decent service from a cheap provider like zstats. [2]. tailor ads to specific products, not a broad range. [3]. use the free google adwords analyser to find niche keywords (cheaper, better). [4]. make sure your site looks the part (professional) [5]. try and sell your more unusual products first, as these are generally harder to find online, sell more, and best of all raise awareness for you i.e. return custom, and free word of mouth advertising. Hope this helps.