In part one of "Adwords make money" we pointed out that the choice of the title was deliberate.  We could have easily used a title like "how to make money with adwords," but we chose "adwords make money" for a specific reason. Here's why.

When people search for something on the internet, they chose their keywords based on a particular itch they're trying to scratch.

There is a conversation going on in their head and they need a resolution to a problem.

They type in the best series of keywords to obtain the most relevant response in the quickest way.

And although the difference in some keyword phrases are almost indistinguishable, some are subtle enough to matter greatly.

For instance, someone who types in the keyword "how to make money with adwords" has a slightly different conversation going on in his head than someone who types in adwords make money.

In the former case, the individual used more words and was very specific in the request.  This indicates that he is more methodical and therefore likely to take longer to research for a solution to scratch his or her itch. He could take a longer time making a buying decision.

In the latter case, the individual is very deliberate and anxious for a result. He doesn't have time to type out the entire question.  Thus, he is more likely to be impulsive in his buying. He knows what he wants and just needs an answer so he can buy and be done.

To make adwords make money for you, you need to spend some time thinking about each keyword you include in your campaign and the conversation it represents in the mind of the searcher. 

To master google adwords marketing, you want keywords that represent urgent buying needs. Otherwise, you'll be spending your campaign dollars as a public service helping people search the net for free.  Nothing wrong with helping others.  But, we have bills to pay and are entitled to a return on our money - especially if we're helping people find what they want and need. When adwords make money for us, we know we're helping others scratch an important itch.