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Here is what I have found. First off it depends on what kind of product you have. If you have b2b product I think Overture is great because you have MSN and alot of business people use that engine. Google has been great for us for a more technical crownd. We sell computer software so its been very good for us. So for what its worth you might try a few different engines to experiment. Also some of the lower cost engines like FindWhat, Kanoodle, Ah-ha and other might have a higher return on investment but deliver lower amounts of traffic.