This is the presentation that I did at SMX West. It is simple and short. The idea is that paid and organic search belong in the same channel. The techniques for managing the execution of the programs is different, but the campaigns need to be coordinated and the results thought of as a whole.
Why Peanut Buttercups http://d1.scribdassets.com/ScribdViewer.swf?document_id=27899775&access_key=key-1b24s5564lkzq5qzsmsb&page=1&viewMode=slideshow