In addition to today’s Internet Marketing Monitor coverage, we felt these stories were worth pulling out of the multitude of news items for July 31, 2007:

Research Online, Buy Offline [Yahoo! Search Marketing Blog]

Yahoo! and comScore teamed up on a study to see how online advertising effected (or didn’t effect) offline purchases. The results of their study showed, among other things, that shoppers exposed to online advertising spent an average of 41% more when shopping offline. In addition, offline shoppers exposed to online ads tended to be more educated consumers and did much of their pre-purchase research online. So what does that mean for you? Simple: if you sell something - even if it’s only offline - online advertising can mean the difference between a browser and a buyer. Also see: comScore’s press release on the study.

How to use the new Search Query Performance report [Inside AdWords]

The Search Query Performance report tells you what folks were searching for when your AdWords ad were triggered. As Google points out, the report can be a really useful tool for “fine tuning” your ads. For even more information on how to use this report, check out “How to Use Google AdWords Search Query Report” at The Lonely Marketer.

Have a great night, folks!