The Mountain View, Calif., company undertook a study with Millward Brown to show how search advertising is more effective than ads in trade magazines and other traditional business-to-business media. Millward Brown polled 900 technology professionals with involvement in purchasing in enterprise application software, security software and server storage. The online poll found search was used 30 percent more frequently than trade periodicals in the research phase of the buying cycle. Search was 21 percent more frequently used than the b-to-b press in the consideration phase and 62 percent more in the final purchase phase.

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