If you're the marketing genius who works at Philips (maker of Norelco shavers, electric toothbrushes, etc.) who put an ad in my Sunday paper saying

Google keyword "Philips $10"

you are clueless and deserve a beatdown. Did you realize that when I do this the actual Philips promotion you want me to get to is about two-thirds of the way down the page? Look at your calendar, it's not 1998 and this is not an AOL keyword. If you don't understand search engines, don't put them in your marketing. I wonder how many thousands of your customers get to see a shopping site as the first link when they do a search, and then buy from them? Nice of you to help them out.