42. A system, comprising: at least one processor; a network interface; one or more memories, operatively coupled to the processor, for storing logical instructions wherein execution of the logical instructions by the processor results in the performing of at least the following operations: receiving, through the network interface during a first period of time, first traffic data and second traffic data measured by a Web analytic system wherein the first traffic data is indicative of search traffic to a website resulting from a paid portion of a search advertising campaign and the second traffic data is indicative of search traffic to the website resulting from an unpaid portion of the search advertising campaign; making a change to the paid portion of the search advertising campaign in order to create a modified advertising campaign, the change being initiated by an advertiser and affecting a cost of the paid portion; receiving, during a second period of time, third traffic data and fourth traffic data wherein the third traffic data is indicative of search traffic associated with a paid portion of the modified advertising campaign and the fourth traffic data is indicative of search traffic associated with an unpaid portion of the modified advertising campaign; generating a synergy score based upon the at least first traffic data, the second traffic data, the third traffic data and the fourth traffic data, wherein the synergy score quantifies an impact of the change on the at least one of a volume of traffic to the website resulting from the paid portions and the value of the traffic to the website resulting from the unpaid portions; and storing the synergy score in the one or more memories in association with an indication of the change.
42. A system, comprising: at least one processor; a network interface; one or more memories, operatively coupled to the processor, for storing logical instructions wherein execution of the logical instructions by the processor results in the performing of at least the following operations: receiving, through the network interface during a first period of time, first traffic data and second traffic data measured by a Web analytic system wherein the first traffic data is indicative of search traffic to a website resulting from a paid portion of a search advertising campaign and the second traffic data is indicative of search traffic to the website resulting from an unpaid portion of the search advertising campaign; making a change to the paid portion of the search advertising campaign in order to create a modified advertising campaign, the change being initiated by an advertiser and affecting a cost of the paid portion; receiving, during a second period of time, third traffic data and fourth traffic data wherein the third traffic data is indicative of search traffic associated with a paid portion of the modified advertising campaign and the fourth traffic data is indicative of search traffic associated with an unpaid portion of the modified advertising campaign; generating a synergy score based upon the at least first traffic data, the second traffic data, the third traffic data and the fourth traffic data, wherein the synergy score quantifies an impact of the change on the at least one of a volume of traffic to the website resulting from the paid portions and the value of the traffic to the website resulting from the unpaid portions; and storing the synergy score in the one or more memories in association with an indication of the change. 50. The system of claim 42 wherein the change comprises modifying a time period during which an advertisement is shown in relation to at least one keyword.