Usually, thats allowed. However check on the merchant's policies - among other things, they may have a list of prohibited keywords (keywords affiliates may not bid on).
I only have been dealing wit ticket broker affiliate programs and most of them let you do it. You have to read their guidelines thet will tell you which keywords can/cannot be used.
You can of course use your affiliate links to advertise via Google adwords,
make sure your are using the right landing pages for the keywords, and don’t pay to much for you clicks they can really mount up quickly .