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If you have an tips or suggestions when splitting keywords and cash between overture and espotting please post! :)
In UK, I would advise both, as Overture have the edge with MSN, Aol and FreeServe, however Espotting have got ASK.co.uk and Yahoo.co.uk
I am sure fellow members can enlighten us on the situation in relation to Germany, France etc.
I know that Espotting have the lead in Scandinavia.
hope that helps a little.
(may I possibly suggest using a PPC management company to handle this for you, as that way you are going to get expertise in this area, and hopefully a lot more for your $$$s)
I am assuming that you are aware that some of the european countries NEED localised versions of your site in order to be listed.
My job is to basically come up with the project plan and hand it off to local offices if possible. I know I would have a heck of a time trying to submit pages when I don't speak any languages besides english! :)
But of course you need to take a look at each country seperately. Generally ES gives you Yahoo, which is not bad. I would say OV has gained better overall reach in Europe, while ES is ahead in spread over countries. Scandinavia for example is ES only, no OV yet.
For Germany OV gives you more reach than ES. But ES has Yahoo, plus some minor outlets. So to max out the potential you clearly need both, plus adwords, of course.
Anyway, I don't want to come off as pushing AdWords, but it's another option to consider in your set of tools. Good luck!