It’s all about the funnels
So there’s a new set of reports for Adwords called search funnels, aparently it will make you understand the true value of a keyword in your ads.
Below is a video that explains it quite well and if you want to read more head over to googles own blog to get the details http://analytics.blogspot.com/2010/03/new-in-adwords-search-funnels.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FtRaA+(Google+Analytics+Blog)&utm_content=Google+Feedfetcher
