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When you say "in it" im assuming you want to use Adsense to generate some revenue or do you want to use Adwords to generate traffic?!
Pay per click will not improve your organic search positions. However, its just about the best method of trialling keyphrases before starting on organic campaigns. Use PPC to determine which phrases work and then incorporate them into your organic campaigns.
I'm all for this, I particularly like the "not yet visited" filter. Very useful when researching.. as for the approach to SEO, will anything really change, we have no control over the way that users set filters
The End.