Ad Efforts Blossom in Search Engine Arena

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Though budgets are mostly modest, quest for queries intensifies in sizzling sector

While not as glamorous as portals or content Web sites, search engines are suddenly the hot destinations on the Web, and they are using offline advertising to keep the heat on.

Paid listings on search engines have doubled in the past two years from $500 million to more than $1 billion, according to Solomon Smith Barney research.

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