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I was thinking 55/30/15 Google/Yahoo/MSN as a starting point.
Yahoo - 0%
Good volume but low conversion rate, mainly because there are too many fraudulent clicks coming from Yahoo search partners.
Google - 100%
Undoubtedly they are the PPC monopolist.
At the end of the day, it's all about ROI
I would say its well worth it, if there is not a lot of competition for your terms, and you can afford a lower conversion rate.
My cost per conversion in MSN is so good I'm thankful for the switch over from them displaying Overture ads (yahoo! whatever the hell they want to call themselves now)
In my opinion, its well worth a test run.
I am pretty happy.
The reporting, and campaign management sucks...but ROI is good, so I'm happy :)
Guess most people know to go to Google for good search results, because MSN Search sure does not deliver on just plain search.
Or am I possibly making work for myself (transferring all my ads) for what it a pittance ROI?