Google and Yahoo are encouraging brands to include search calls to action within their ad campaigns to replicate the success of high-profile examples by the COI and Orange.

The two search giants have approached brands, including Orange following its I Am campaign, to better understand how consumers react to search calls to action in a bid to increase their use.

Spencer McHugh, head of brand communications at Orange, said it intends to increase its use of search prompts in advertising in 2009 after it saw an uplift in online traffic from its I Am campaign.

The campaign, which included TV ads featuring the prompt 'Search online for I Am online', exceeded expectations in driving users to search for the phrase.

"Our reporting shows a 15% increase in web traffic as a direct result of the I Am campaign and the 'Search for' prompt," McHugh said. "The next stage is adding more creative elements to it." (nma.co.uk)

So i am left wondering is this the power brands boxing clever with offline advertising managing to further unionise their overall marketing and advertising or is this a move by the search giants to push further companies and consumers in new ways in attempt to mask their ever increasing dominance in the advertising area. 

Whatever the answer this move shows the progression in power of search engine marketing and the importance of keywords strategies that reflect promote key business activities and brand values. 

How long will it be before we simply no longer use www. and instead access our favourite brands by searching the strap lines and instructions from offline advertising into these search engines?