Google AdWords is by very far the most popular paid search platform used by business owners or search marketers today, followed by Bing Ads and Yahoo.
While it is important to try and advertise with all major search engines, it is important to know the difference between these search engines and what you can expect from them as far as return of investment.
Beyond that, there are multiple 2nd tier PPC/SEM platforms as well as PPC/SEM advertising options on the major social networks, but most important is to be well positioned with Google Adwords as it is the search engine dominating on the web today!
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