What's Next In Search Marketing

There's a good article up on AdAge about the advances in search engine marketing.

http://adage.com/article.php?article_id=108737

What advertisers and their agencies are slowly learning is that just putting some money into search is only the first step. The promise of the web -- the ability to track and adjust your efforts as needed -- is coming to fruition with all of the analytical tools now available.

"Bringing those two sides together -- keyword management and Web analysis -- has emerged as the next big thing in search engine marketing."