In Offline Ads, Search Beats Out The URL
His research found that for some brands, search is much more effective at driving traffic than a URL. For example, 7 out of the 10 fastest rising search terms on Google in 2007 were for queries like "amazon" or "myspace," where just adding a ".com" to the word in the navigation bar would have brought the user to the correct site. These navigational searches, as they're called, make up 17% of all searches overall, according to Compete.
In the aftermath of Special K's campaign, almost two-thirds of all traffic to the www.SpecialK.com domain came from search, with 53% of the search traffic coming from Yahoo--so it seems that the promotion was highly effective.