I recently got a client's PPC campaign going on both Google and Overture. I'm feelin' pretty good w/ our keywords/placement. I've noticed that some of my client's competitors are really listed "everywhere", including Sprinks (that feeds a lot of "secondary" search engines) and About.com.
There are really only 2-4 keywords for which this Dr. needs to be listed. Would I be wasting his money if we can get the clicks for only $0.05? Would the fact that it's a medical site make any difference as far as where folks search?