Companies using pay per click services should advertise on more than one search engine, according to Forrester Research analyst Shar VanBoskirk.
Writing in a blog post, she said that while Google dominates the search market and should therefore be the number one priority, there are other search engines that consumers frequently use.
Some people find them more effective for certain search topics, for example new stories or quotations, she explained.
Taking this into account when placing pay per click ads is therefore important, as alternative search engines can provide marketers with more flexible ways to reach certain types of consumers.
"Advertisers looking to expand their programmes and increase the sophistication of their paid search buys should definitely experiment on engines beyond Google," she remarked.
In a recent report, Nielsen Online found that Google accounts for 62.8 per cent of all searches carried out in the US, followed by Yahoo! with a 16.2 per cent share of the market.