• comScore, Tuesday, May 19, 2009 4:15 PM

For those who didn't attend MediaPost's Search Insider Summit in Captiva, here are tidbits from the keynote by comScore's Gian Fulgoni. While the number of search queries continues to climb, paid clicks have risen at a much slower rate. (Google has said targeted search will drive down the number of queries, but expects the ability to target consumers with specific ads will drive up sales.)

Aside from targeting, comScore data shows search queries are getting longer and as searchers become more experienced they use more words to gain information in fewer queries. Fulgoni writes that this apparently reduces the likelihood that advertisers will bid to have their ad included in the results page from these longer queries, due to paid search advertising strategies that limit ad coverage, such as Exact Match, Negative Match, and bid management software campaign optimization.

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