A recent study by JupiterResearch reveals that 40% of marketers are "missing the boat" by relying on only Google and Yahoo! for their paid search campaigns. According the study entitled: "Engine Selection Strategies: Campaign Expansion Demands Management Tools" authored by Sapna Satagopan, marketers capitalizing on using a broader range of search engines are the same ones that have better management technologies.

"Even though search engine usage by marketers has broadened in the past couple of years, marketers are still slow to test the newer search providers," said Sapna Satagopan. "Lack of management tools and relatively low traffic volume are the biggest deterrents."

The study also reveals that only 19% of marketers use proper technology to enable testing and expansion of their marketing efforts. "Increasing competition and rising keyword prices should motivate search marketers to look for newer, viable opportunities to diversify their incoming traffic," said Satagopan.

Google and Yahoo! Search Marketing (formerly Overture) have long been the leaders in the arena of paid search advertising but now that MSN and Ask have come online with their own PPC programs as well as many other vertical search opportunities, savvy marketers will be looking for additional means to drive up clicks and conversions.

The complete findings of this study are immediately available to JupiterResearch clients online at www.jupiterresearch.com.