In terms of your site’s marketing campaign, you should know the following*:   Close   Search listings are more than 6 times more effective than banner ads in originating consumer online purchases, and almost 8 times more effective than tile ads. In fact, search listings are more effective in generating online purchases than all other methods combined, including banner ads and tile ads. Search listings also worked better than banners ads and tile ads with regard to brand recall and favorable opinion. People are more likely to search using multiple keywords than a single keyword. The trend for using multiple keywords is on the rise too. This is because users are becoming more educated searchers, realizing that multiple keyword queries often yield better results.   * From NPD Group, January 2001