Noah Mallin’s recent post on Search views caught our attention. Did you see it? In SEO: The Peanut Butter Cup Principle - Where’s the Love for SEO in a PPC World?, he weighs in on which vehicle is better, PPC or SEO. The piece notes the huge difference in spending: $9.1 billion on paid search versus $1.3 billion on SEO.

In the Halloween spirit, Mallin puts forth his Reese’s Peanut Butter Cup Theory that “adding the delicious chocolate of paid search to the yummy peanut buttery goodness of SEO yields exponentially greater results.”

Taking that a step further, we’d like to point out the necessity of not only putting money toward PPC, but of diversifying across multiple PPC channels. These include the obvious “tier 1″ engines such as Google and Yahoo. Then marketers would be wise to look into “tier 2″ engines, smaller players (present company included) that nonetheless deliver quality traffic.

Let us know about your success with “tier 2″ PPC campaigns, we’d love to hear.

-The ABCSearch Team