jeremy_goodrich - 7:55 pm on May 19, 2003 (gmt 0)

Well, all of the 'extra work' is *very* necessary to calculate your ROI.

After all, depending on your budget, some keywords may or may not cost you a lot of money.

Fact is, you can measure exactly what value that money you are already spending is bringing to your business. From there, it is very simple to make the decision -> is this media buy worth it? Or not?

Any time you advertise, if you have an idea what to expect, it helps business planning immensely if you know what to expect from your purchase. Knowing what to expect can help you plan your budget, and either increase the spend (if it's working) or stop wasting money (as you could be) and look for other channels with which to generate targeted leads & sales.