I just completed a good whitepaper on search advertising spending while killing time in the airport. While still a cost effective marketing buy, the average cost-per-click in 2006 was $0.47, up from $0.39 in 2004 (according to JupiterResearch). Considering that growth pattern and the overall effect it can have on a marketing budget, having a comprehensive search/PPC strategy is a must....no more throwing noodles against a wall to see what sticks. As search competiton continues to heat up ($11 billion predicted to be spent on search marketing by 2011, up from $7 billion in 2006), a demonstrable search ROI is no longer optional. Winning organic search through business blogging and solid seo principles is looking more and more appealing.