Kevin Milnes, Digital Marketing Manager at National Express, said objective of SEM campaign is more about perception than education. Consumers are already aware of National Express brand and service offering, but are perhaps less likely to consider coach travel as an option when planning a journey online.

The real story here is not privacy issue. That battle was lost a long time ago. It’s not “cool” technology. That’s starting to be a yawn. It’s not even ability to retrieve previously-made searches, nice as that is. The real story here is about potential for consumer brand loyalty to their own search results history, and what that means to website owners and advertisers.

What Google is doing with its new search history tool is building up a backlog of searches that a user has made. Once history has been started (it is not retroactive, but begins when you sign up) Google begins to analyze trends, and cluster searches into groups or categories. And here is crucial part of new application: when you make a new search on Google, not only do you get new results, but you get your own history of similar searches, plus Google’s suggestions for most relevant of your search results. It’s like having an instant memory, at click of a mouse. Given how overwhelmed everyone is these days, this is an application that could really take off.