The other day, a colleague of mine sent me a link to an article on the marketingexperiments.com that I found interesting: moving beyond Google and Overture can increase your gross sales by 15-20%.
The article was not an unqualified endorcement of these smaller search engines, so it is worth reading the article yourself for the details: http://marketingexperiments.com/see/1067
The issue of the best use of marketing dollars is something I have been thinking about lately. Because Google AdWords is so popular, a lot of advertisers focus their advertising resources there.
Would it be beneficial to get off the beaten path for at least some search engine marketing? I personally have not tried it yet but intend to run some experiments of my own.