Another variation on a theme....

Peter over at BeConnected did a splendid job of highlighting Brian Teasley's ClickZ article from today on how you can leverage your Google AdWord investment for more than just online marketing. Here are a few ideas on the market research intelligence you can gather in the process. ( I would venture a guess that some of this applies to Overture as well)

• Knowing What Words Appeal to Customers
  By creating a series of keyword ads aimed at specific landing pages on your site it is then possible to track what visitors do once they are on your site.
  
• Reading the Minds of Customers
  AdWords offers a tool that suggests other words Google searchers have entered in combination with the keywords you already thought of.
  
• Testing Customer Appeal
  Again, by tracking the effectiveness of different keywords and ad formats you can test the effectiveness of different offers.