I appreciate your insight into a form of advertising that is largely misunderstood. For years, search ads could be no more complex than a few lines of text, albeit more colorful than a classified. But in today’s SEM marketplace ad formats are becoming increasingly adaptive, both to the industries they serve and the content they surround. Engines will continue to push the boundaries of their ad formats to keep up with the constantly changing online environment. But even in its simplest form, search advertising exemplifies our core Draftfcb ideal - communicating succinct, yet compelling messages. In this industry we’re held to 95 characters or less.

Absolutely agree Tim and thanks for the comment.  Not sure if you read my most recent post about Twitter's "Promoted Tweets" but this is just another example of morphing the paid search model into social.  The auction and "cost to conversion" models are only going to continue to grow as advertisers demand performance and transparency.