It is increasingly difficult for search marketers to manage rapidly  increasing amounts of data due to growing campaign size and searcher  volume. To avoid such challenges, marketers should leverage campaign  measurement to create a segmented audience for both products and  services while optimizing campaign tactics, according to market  researcher JupiterResearch, a division of Jupiter Kagan Inc., New  York. Its report, Search Marketing: Understanding Searchers'  Patterns to Enable Targeting, said marketers first need to  understand the way people search to enable better targeting. Search engine adoption varies among ethnic groups, the report said. The research found that 48 percent of searchers use Google as their  primary search engine. But demographics affect this result. Thirty- six percent of African Americans and 35 percent of Caucasians use  Google. However, 70 percent of th