Tracking results

While Google has been diversifying beyond pure search to broaden its appeal, they don't have to be reminded where the payback is coming from: Driving traffic to sites in return for payment.

Smart customers of Google's Adwords track their results very closely and implement a variety of strategies to monitor their Return On Investment. One of the companies which has a suite of products to assist with that, is Urchin Web Analytics. Google just acquired them. Expect very close integration between Urchin's software and Google's.