Finding the best pay per click engine is actually not as difficult as you might think. Choosing the one that's right for you will just require some focus onto what your goals are.
The first thing you should know is that Google is the most popular pay per click engine. The reason for this is simple — they have the market share of Web searchers. That means you'll likely find the largest audience by using Google's Adwords.
However, that is not always the best option for your business. There are certain cases where Google's Adwords will cost you more than it is worth. Using Yahoo's search marketing instead can be a great decision that can be more profitable for you. In fact, many business owners are making the switch to Yahoo every single day.
There are also times where you'll want to use more than one! One thing you might consider is that as soon as you get a profitable campaign going with one pay per click engine, you can simply move it to another one. This can double your profits and your exposure across the web. You don't want to do this with campaigns that are failing, or that you're not sure about. Make sure that when you spread your campaigns out, they're going to pull in some profits for you.
Going back to choosing a pay per click engine, you may want to consider the ease of use as well. Some people consider Yahoo's interface to be far too clunky to use properly. Google's Adwords is definitely the easiest to use, and makes the most intuitive sense. It's very streamlined, and is the seeming inspiration for other search marketing companies out there.
That doesn't mean that it is the only one that will work. Yahoo's works great, as well as MSN's and other PPC engines. It is all a matter of getting used to the different interfaces so you can utilize your ads as best as possible. You might want to test out the few different ones before settling in or spreading your campaigns around on a larger scale.
One thing you should keep in mind is that you'll often find great coupons when you sign up with a pay per click company. Yahoo often has $50-$100 coupons available that will automatically give you that amount of money for when you start your first campaign. This can be great for when you test the best pay per click engine for you.
Remember, no matter which pay per click company you decide to go with, you never want to get started without full training. There are several guides on the market that can help you, it is just a matter of choosing the right ones so you can start being in profit with your PPC campaigns ASAP.