I tend to shrug off PPC in favor of good old-fashioned organic marketing whenever possible. I have a number of reasons for doing this:
- PPC produces a finite result – once your budget is expended, it is gone.
- Distinguishing buyers may avoid PPC ads – People that have been around the Internet block, may unconsciously screen out obvious advertising.
- PPC is not a guarantee of leads – PPC merely guarantees traffic not leads.
PPC has a definite place in web marketing, but I will always prefer what can be accomplished through the right balance of keywords and text. Great content can work wonders.
Where PPC has its place is when you are trying to give your sales a short term boost or when you are launching into a particularly large market. In such cases, PPC can give you the boost that you need to market your site effectively. PPC has a definite place in marketing, but you should never rely on PPC alone. Have great content to back it up.