Convert Video Formats to iPad Videos

The iPad plays videos only a handful of video formats. I want to convert videos into an acceptable iPad format. Is there free or cheap software for mac with lots of movie format options for iPad and iPhone?There are all free iPad video converters, including Handbrake, video monkey, evom, reduxencoder, mpeg stream clip. Most people use Handbreak. You can also use Apples QuickTime Pro that isn't