This is really cool. Maybe obvious, but really cool. The following snippet is from an article in Business 2.0 addressing ROI in search engine, keyword advertising (PPC). The point of it all is this; conversion rates skyrocket for keyword searches that are composed of a "string" of defining keywords as opposed to a one or two-keyword search. I know, obvious right?

Well apparently not to everyone. The lion share of keyword advertising is based on the purchase of one or two keywords or key phrases.

A shopper searching for "powertools" and clicking through to Home Depot's site, is not very likely to produce a sale. However, a searcher using "beltsander, Sacramento, Black & Decker" is likely to be an actual buyer, with conversion rates of up to 38%!

Hmmmm, pay less, get more? Can this be true? Welcome to NEW media folks.

From the story...

The Long and Short of Marketing

"...A typical single-word query would lead to a conversion rate of 6.3 percent. (In other words, only six out of 100 single-word searches result in good news for Business 2.0's parent company.) But that rate jumps to 15.3 percent for a two-word search. It shoots to 33.1 percent for three words and peaks at 38.2 percent for four. "If someone is performing a search with two, three, or four words, they're past the research phase and are looking to buy," Wehr explains. "Those are the people you want on your site." (Story)