1--More than 75% of clickthroughs go to the first 3 listings on a search engine.

2--There are multiple PPC companies that overlap on the same search engines and your click charge is shared between the pay per click company and the search engine where you receive the clickthough. If you are first place with pay per click Company A that doesn’t mean that you’ll appear in first place on Search Engine X. This is because PPC Company B, C, and D are also distributing to Search Engine X. If the first place bid with Company A is $0.25 and the first place bid with PPC Company B is $2.25, then Search Engine X will put PPC Company B’s listings ahead of A’s because they will receive more money per clickthrough from Company B’s client.

3--Very few of the pay per click companies (especially those that are publicly traded) will share a comprehensive list of their distribution partners. Doing so would be like having Chilis and Applebees pass out their recipes to anyone that asks. The best way to see where your traffic is coming from is to use a conversion tracking service like AtlasOnePoint.

4--Because pay per click companies have been haunted by fraudulent clicks for so long, most companies have spent a lot of money trying to prevent fraud. None of these companies are going to give you details about what they’re doing to prevent fraud; if they did people could find ways around it

5--Although your conversion rate is important, it commonly overshadows the ROI. For example: You use PPC Company A and PPC Company B.
With PPC Company A you are getting a 4% conversion rate, your average sale profits $25.00, and you spend an average $0.80 per clickthrough. One out of every 25 people that clickthrough to your site from PPC Company A will result in a purchase. PPC Company A will earn you $25.00 for every $20.00 that you spend, that’s $5.00 profit and about 125% ROI.
With PPC Company B you have a 0.5% conversion rate, your average sale profits $25.00, and you spend an average $0.08 per clickthrough. One out of every 200 visitors will purchase, costing you $16.00. Your return on investment is 156%.
This is how smaller pay per click search engines can earn you money.

6--When choosing a pay per click company, don’t let people sway your opinion by using Alexa.com ratings. If PPC Company A is number 50 on Alexa and PPC Company B is ranked 1,043 that doesn’t mean that PPC Company A has more traffic, it only means that the company’s website gets more traffic. Most pay per click companies have a large network of search engines, parked domains, contextual ads, and search bars; that’s where their traffic comes from, not their homepage. For example: on Alexa.com Kanoodle is ranked 948 and Enhance Interactive is ranked 6,366. They both get about 66 million searches a month on their network.

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