How do high search engine listings compare to banner ads?

A study conducted in January 2001 by NPD Group, a research group specializing in consumer purchasing and behavior, tested the impact of search listings, banner ads, and tiles across a variety of sites to determine which was most effective. In every situation, search engine listings came out on top. Results? Consumers are 5 times more likely to purchase your products or services after finding your web site through a search engine vs. through a banner ad: