Internet advertisers should experiment with pay-per-click ads on a range of search engines rather than Google alone, an industry expert has suggested.
Writing on the official blog for market researcher Forrester, the organisation's vice president and principal analyst Shar VanBoskirk claimed that alternative engines should get a look in when it comes to allocating paid searches.
She asserted that other engines can be more effective than Google for certain things, such as targeting a niche audience.
Ms VanBoskirk explained that the less expensive AOL, MSN or Ask.com are often better for web users for the likes of checking stocks and searching for news stories.
She said: "Smart marketers should most certainly advertise on Google and Yahoo! but should also target niche audiences via less expensive and more flexible media."
Ms VanBoskirk reasserted that she does not believe Google's dominance in the search engine market could be surpassed, indeed, she has recognised its significance as a key player.
This comes after a recent report conducted by the Advertising Association showed that UK expenditure on online ads is set to grow by more than 50 per cent by 2020.
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