According to Online Media Daily, as marketing budgets are being reduced there is a significant advantage to running a search campaign to enhance messages delivered through traditional advertising mediums.

Consumers use search as a tool when making product purchasing decisions. A few quick facts provided by a Yahoo / comscore study include:

• 4 out of 5 online sessions begin at a search engine.
• 41% of people use search to navigate toward Web sites.
• 37% of people claim that content in a TV ad led them to search for more information on the Internet.
• 30% percent used search to make purchases generated by magazine content.
• Consumers who saw both display and search ads for the same products spent 83% more than those who saw neither.

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