PPC Search Opportunities

Search engine marketers may be missing out in paid search by only sticking to the main two pay per click engines

A recent study by JupiterResearch reveals that 40% of marketers are "missing the boat" by relying on only Google and Yahoo! for their paid search campaigns. According the study marketers capitalizing on using a broader range of search engines are the same ones that have better management technologies.

Even though search engine usage by marketers has broadened in the past couple of years, marketers are still slow to test the newer search providers mainly due to a lack of management tools and relatively low traffic volumes.

The study also reveals that only 19% of marketers use proper technology to enable testing and expansion of their marketing efforts. Increasing competition and rising keyword prices should motivate search marketers to look for newer, viable opportunities to diversify their incoming traffic.

Google and Yahoo! Search Marketing have long been the leaders in the arena of paid search advertising but now both MSN and Ask have come online with their own PPC programs as well as many other vertical search opportunities, savvy marketers will be looking for additional means to drive up clicks and conversions.

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