Envision a world where Google becomes the only engine that search marketers can place paid-search ads. Amanda WestBook debunks a few myths, pointing to one that suggests Microsoft adCenter isn't worth the time. She reminds marketers how the audience differs from Google. Bidding on different keywords can help gain higher returns on investments for most market segments. Typically, the cost per click on Bing costs less than on Google, but marketers should remember they are also targeting a different type of audience.