p5gal5 - 10:33 pm on Dec 27, 2012 (gmt 0)
I think it's advantageous, not necessarily from an Adwords perspective, but for (as RhinoFish mentioned) Content Experiments. We've run many successful experiments - some with higher conversion rates, some with higher average transactions, no discernable difference in conversation/avt but a substantial one in bounce, etc etc etc.
My most recent test yielded no statistically significant difference in conversion rate (very slight decrease from the original), but an increase of 31.4% AVT and +32.4% value per visitor. Depending on your traffic mix, you can also break out data by new/returning users. I've found it to be invaluable, but YMMV. If your current solution does all this, it might be a moot point, but I've found it to be extremely helpful.