The Search Dilemma: Is Google the only option?

This article questions the wisdom of focusing search advertising strategies on Google, despite its market dominance.

The Search Dilemma: Is Google the only option?

Douglas Quenqua

American idol is one of highest-rated shows on television, but that doesn't make it the best place for every company to advertise. With an audience heavy on young women, Fox's blockbuster doesn't attract a lot of ads for, say, supplemental life insurance. Marketers know the target audience for that category is better found elsewhere.

So why do many online advertisers assume that the most popular search engine is always the best option when it comes to their search marketing efforts? Yes, size matters when it comes to search,...

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