WOW! I just spent two days, ok not a full two days but close enough, reading thru this thread, what a great read!
I do have one question though. I understand why you decided not to give out the keyword list, it only makes sense really but I am curious about how targeted your keywords were. For example, if you use Google to build a keyword list and you use "mortgage" as the keyword it will return result that are relevant but not highly targeted at your page, keywords it spits out such as argent mortgage, ameriquest mortgage, lincoln mortgage although targeted seem like they wouldnt produce the desired results as opposed to keywords such as bad credit mortgage, mortgage financing, etc... So I guess my question is how targeted were your keywords for the arbi campaign?