Marketers are learning to target better online, and search engine marketing is the targeting method of choice, said a new study by DoubleClick Inc., based on third-quarter 2002 data.

More than 74% of campaigns incorporated some form of targeting criteria in the third quarter, the study showed. Keyword refinement is the most common type of targeting used, with 82% of targeted ads.

Search engine optimization is almost tied with banner ads as the most used online advertising vehicle. Some 68% of marketers to another DoubleClick study earlier this year said they use banner ads, while 67% use search engine optimization, and 57% do on keyword searches.

Keyword searches are the second most-common activity for U.S. Internet users, behind banner advertising, said. Some 67% of online users do product and service information searches, while 84% use e-mail.