Have been a big fan of the EFF for sometime, and am very impressed with them using the popularity of YouTube, etc. to help get one of their recent campaigns across. Excellent concept, appealing strongly to tech-savvy parents, who I presume is one of their largest demographic groups; excellent distribution planning. It’s this kind of thinking about how to talk to real people in the ways that we all enjoy that makes all the difference!
I knew I should have gone to this session from Alexis @ Reddit, (hey, he definitely earned the linklove on that one!) - but I think he stole my material! 
Some very good info as to the effects of brand terms, query phrase complexity, (i.e. how many words are in a query) and number of ad clicks on conversions, from PPC ad copy through on-site copy. Looking forward to reading the full report at some point. Some highlights:
- The highest conversion rate (9.30%) resulted when the user’s first click and last click on a marketer’s paid search ad were both brand terms
- When the first click is on a non-brand term and the last click is on a brand term, the conversion rate is almost as high (8.73%)….These conversion rates are seven times higher than when there are only non-brand terms.
- Conversions also rise as consumers enter more unique keywords. Consumers entering multiple unique keywords accounted for 8.39% of the sample studied, but they accounted for 19.2 % of transactions
- Searchers who clicked on two unique keyword ads are more than two times more likely to purchase than searchers with only one keyword exposure.
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