Non-Converting Searches May Count, Too

Fredrick Marckini revisits a recent comScore study that found for every search that results in a sale, 12 other "non-converting" search will also happen. He argue that because of this, it's important to stick with both non-converting searches as well as those that convert, as part of a campaign. More in the ClickZ article: Nonconverting Keywords and the Search Continuum, Part 1