I forgot to mention that for well over half of the 300 or so pertinent keywords/phrases for searching, that we come up usually in the top 5 on organics from both Google and MSN search.
Which makes it hard to see how much difference the ads actually make.
But over the past few days I have been disabling words that we come up in the top 3 on searches for, and so far I see no difference at all.
So what I may end up doing is start hitting harder on the terms where we do NOT come up in the first page of SE's.
[edited by: Wlauzon at 3:28 pm (utc) on June 29, 2007]