[earl]

So, he thinks nobody at Geico has ever looked at that $90MM and tested what happens if they spend less? Really? The idea that nobody has ever wondered what would happen to his or her bonus that year if they saved even 5% of the SEM spending is kind of far fetched, IMO.

[tplDrew2]

Thanks earl for your comment. I'm not that silly to assume no one's watching the adword buy, but I also know from experience that clients blindly take a 'better than the benchmark' as a sign of success - especially in the keyword space. Thanks again.