Since the launch of Google's AdWords advertising network in 2000, the search engine giant has enjoyed a sizable share of the internet advertising market. The trends show that, year after year, Google's reach has been growing steadily. This is part of the reason that many search marketers operate in a comfort zone that doesn't extend beyond Google - many don't see a viable alternative to AdWords. They may be under the impression that it's not worth their time, effort, or money to expand their advertising to other pay per click networks. However, there are many downsides to AdWords exclusivity.

Limited Demographic Reach
While Google does enjoy its position as the largest search engine in the world, AdWords does not reach all demographics. Users of Google's search engine tend to be more affluent, suburban, and small-town. Yahoo Search users, on the other hand, tend to have a more diverse background, varying levels of income, and live in either rural or urban areas. Microsoft searchers tend to be older, while Yahoo users are younger. It has also been shown that both Microsoft and Yahoo's search engines reach females to a greater extent than Google. If a search marketer ignores this fact when promoting products that appeal to women, that search marketer's advertising campaign may not produce an optimal return on investment (ROI).

Search Traffic Misconceptions
Some search marketers may be concerned that, since Google enjoys a sizable lead in terms of search engine reach, it's hard to justify moving an ad campaign to other networks. However the difference isn't as negligible as one may think. In terms of raw traffic numbers, it's been shown that Yahoo Search Marketing and Microsoft's AdCenter network combine for approximately 30% of all searches on the internet. That number is a huge slice of the pie, and represents billions of searches monthly. Indeed, it's possible that an ad campaign will actually draw a higher number of clicks and more conversions, if a product is more suited to a demographic that Google can't target.

Lower Return on Investment
While it may have been true years ago that Google offered the highest ROI for a search marketer, this is no longer the case in many respects. Actually, ads on Microsoft's AdCenter network tend to convert better than AdWords ads. There have been similar findings regarding Yahoo's Search Marketing. Since Google attracts more traffic, it also attracts more advertiser competition. Campaigns that run on Yahoo or Microsoft's network can offer cheaper clicks, lower ad spend, and higher conversions than comparable Google ad campaigns. Diversification can lead to a better ROI for your advertising, and higher profits.

Profit With Competitive Analysis
It can be a daunting task to launch ad campaigns across multiple search networks. Sites that offer competitive analysis can make the job a lot easier. By using a competitive analysis tool, like iSpionage or AdGooRoo, you can find gaps in advertiser competition. What kind of gaps? You may learn you're the only one advertising for your product on one of the other top-tier ad networks. If one of your key competitors has neglected to run an ad on the Yahoo or Microsoft networks, there's an opportunity to reach customers your competition ignores. You can also use their keyword tracking features to recognize opportunities for profitable keywords that have been overlooked by your competition on Yahoo or Microsoft. By using competitive analysis, you reduce the amount of time it takes to get your ads running and profitable across the three top-tier networks. Also, many search marketers leverage such software as a niche finder, using advanced keyword tracking and organizational features to discover under-serviced niches.

Get Started Today
A search marketer can do everything right - market research, product creation, landing page optimization, and so on - and still end up with an unprofitable ad campaign as a result of pro-AdWords bias. Get the most out of your advertising efforts. Start advertising on Yahoo or Microsoft, and enjoy higher profits and a better ROI.