There is more than just a direct response to search engine marketing efforts, according to an expert.
Gord Hotchkiss, chair of industry association the Search Engine Marketing Professional Organisation, explains that online efforts can also drive offline sales.
His comments follow the publication of research by analyst comScore which the firm says shows a "significant search marketing opportunity" exists for brand managers to establish their products.
"Search marketing has long been recognised as an effective direct response vehicle," Mr Hotchkiss notes.
"This study seeks to demonstrate the potential brand-building impact of search."
Results from the survey show that search engine users are typically more keen to obtain further information about a particular product.
Almost three-quarters (73 per cent) of website visitors via search engines are motivated by product research, comScore claims.
The organisation recently revealed that 61 billion search queries were made by internet users worldwide in August at an average of 80.9 searches per person.
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