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The choice of which PPC search engine to use for your online advertising campaigns is very important. Larger engines like Overture will draw the most users, but also have the highest prices. Smaller engines have prices as low as 1 cent per click, but may not generate any traffic. The best option for most companies lies somewhere between the two. Look for a search engine that can satisfy your goals for traffic, but won't break your budget, then research that company and try to contact other businesses that use it for advertising to see how their experience has been.