Over the weekend, with the sensational headline "Search & Destroy," the New York Post wrote up the forthcoming results of an "audit" from UK-based Internet Search Metrics (also called Internet Search Management). The Post article says the audit, which is not yet released, argues that the spending on paid-search is often unjustified and that more resources should be devoted to optimization.
I wonder what this "Audit" people will going to do with all these pouring information era. People are paying AdWords to be listed above everybody in the keywords criteria. If they are going to be listed in the wrong field,, isn't that their loss? It seems that the decision what to click out of the search result is depend on users.