Do you know what your Bounce Rate is?  Are you aware of which of your targeted keywords are most productive - least productive?  If you don't have the answers to these questions, you might just be wasting some of your search marketing money.  Bounce rate is the percent of website visitors that only look at one page in your website.  In some cases that mght be OK, but most of the time it's not.  The other question is - which of my targeted keywords have a good bounce rate or a bad bounce rate.  A good web analytics package can provide you tons of info about things like this.  We install Google Analytics on all our clients' websites and study bounce rates by keyword.  This tells us what the most relevant and/or most productive keywords are enabling us to refine our internet marketing investment.  Get a good analytics package installed on your website and starting studying your bounce rates.