It’s hard to argue nowadays that search isn’t important. It’s not often, though, that you see a real-world product completely base its advertising around it.
Check out these ads for the movie 2012, being launched on November 13:
No website on either of them – just an instruction to “Search: 2012.”
If the website for this movie didn’t make it onto the top few pages of search results, through either organic or paid search. The movie would be in trouble, as the URL isn’t obvious either (whowillsurvive2012.com).
Fortunately for the studio, the movie tops the organic results (especially fortunate given there’s no sign of paid search):
Would you be confident enough in your website’s SEO to leave your URL out of your ads?