The challenge lies not only in communicating these benefits to advertisers, but also in extolling the virtues of integrating online campaigns with each other - and into the rest of the mix.
Increasingly, search marketers are looking at the use of search for branding purposes and to drive purchases offline - using a more holistic approach.
For example, if you are a low-cost airline embarking on a big budget TV campaign, can you be sure people will remember the web site flashed up at the end of your ad?
Research we recently carried out in France indicates that consumers often remember the ad but forget the web address - more than eight out of 10 users will turn to a search engine for more information.
So, if your web site is not listed high in the search results for 'cheap flight', imagine the number of customers you could be missing out on - it could even have a negative effect on your brand. Our research found that almost half of users thought negatively of a brand when they could not find the advertiser's web site through search after seeing its ad offline.
Looking to the future, Yahoo! Search Marketing will continue to provide sponsored listings that are qualified and relevant to users - as well as develop innovative products and services to help businesses realise their full potential.
Search products throughout the industry will focus on enhancing the user's search experience and increasing the relevancy of listings. Products and technologies will also continue to improve the quantity and quality of leads for businesses that use search marketing, as well as make campaign execution simpler for these marketers.
Matching technologies will continue to be a focus for development, as well as product development within the two key areas of local and mobile search.