When a searcher types a word into Google or Yahoo, organic and paid results populate the return screen. Because competition for top rankings in search results is steadily increasing, business-to-business marketers are challenged to develop ever more sophisticated search strategies. FedEx, for instance, is comprised of a worldwide network of companies that operate under the brand umbrella. “FedEx has taken the same approach to brand and category search words,” says Steve Pacheco, director of FedEx advertising. All paid search activities are consolidated.