From conversion data to keyword selection, PPC campaigns should work together with SEO campaigns. Bruce, Robert and Susan give away some of their tricks to avoiding nonconverting clicks and choosing the words that bring your company into the users line of sight. Bruce explains what he sees as the conversion challenges of PPC, from branding to bidding. Bruce talks to Dr. Ralph Wilson about his latest book on landing page optimization, the third edition of How to Develop a Landing Page. In a special report to SEM Synergy, Bruce Clay, Inc. IT Manager Aaron Landerkin gives Bruce and the audience a rundown of the Omniture training he recently attended.