Consumers' attention spans when using search engines measure less than a second, and they read only brief snippets of the carefully-crafted ad copy that marketers place on their listings. Those are
only two of the findings revealed by new eye-tracking lab tests on how the human eye views search engine marketing. The research revealed that when customers and prospects conduct searches on Google,
Yahoo!, or any other engine, their eyes view the results screen in a predictable series of involuntary reactions. The studies can help marketers predict what most people's eyes will do when they look
at search results, find out if ad copy will catch a user's attention (or not), and how positioning on the results page can draw attention.
Read the whole story at Marketing Sherpa »