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As online marketing properties become more popular to advertisers, the likelihood is that cost per click and therefore cost per acquisition may increase across the board.  Indeed, many advertisers look to expand their reach through the long-tail and higher quality scores, but another option is to diversify your portfolio.  Rather than putting all your eggs in one basket with Google Adwords, you may want to consider 2nd and 3rd tier search engines, like Ask.com for instance.