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The Importance of Search

Search is a primary response vehicle for all marketing campaigns [source: Search Case Study, Q1 2006].
Search engines have more than twice the e-commerce conversion rate of other traffic acquisition sources (banner ads, affiliate marketing links, shopping search engines and other referring links.) [source: Internet Statistics Compendium referencing WebSideStory, January 2006].
Paid Search makes up the largest slice of the US online advertising market (43% of total online advertising spend in 2006) [Source: Internet Statistics Compendium referencing eMarketer, April 2007].
91% of UK adults who have ever used the internet have used a search engine to find information. This is higher than any other online channel [source: Internet Statistics Compendium referencing Office of National Statistics, Oct 2005].

Worldwide, most searchers use two-word search queries (29%) or three word search queries (28%). Only 11.5% use one-word queries [source: OneStat.com (via SearchEngineWatch), August 2006].
Unusually, Canadians are most likely to search with four-word queries [source: OneStat.com(via SearchEngineWatch), August 2006].

People search by problem, not by solution [source: Selling Charge Online, February 2007].
Don’t expect people to use business acronyms when they search; they are far more likely to use simple, colloquial language than corporate search terms.
Four out of 10 searchers tend to click on links on the first page of search results but then revise their search query or try another search engine if they don't find what they want. [source: Internet Statistics Compendiumreferencing iProspect / JupiterResearch, April 2006].

Occupying the top of organic and paid search listings can have a big impact on consumers' perceptions of brands [source: Internet Statistics Compendium referencing Enquiro via E-consultancy blog, December 2007].

Develop a carefully planned keyword marketing strategy – consider placement on major portals to boost NCA results
Monitor and update search terms to align with marketing efforts and shifts in the market place [source: Search Case Study, Q1 2006].
Always use non-branded search terms as well as branded ones; research shows that searchers tend to click generic, non-branded terms earlier in the search process, and more on branded terms when they are closer to making a purchase. [source: Internet Statistics Compendiumreferencing Chris Sherman, SearchEngineWatch.com, May 2006].

If possible, conduct Memetrics testing to optimise the combination of headline and description lines served by your paid search listing results.
Via Memetrics, it’s also worth testing different landing page options from search listing results. This will enable you to establish the optimal combination of both your search result copy and your click through destination.