PPC works for sure. But you’ve got to pay to play. Not only that compared to other models of advertising, doesn’t have the best ROI. Sure, you’ll make sales and drive revenue for a business, but investing in content related and inbound marketing, which are less volume based can be better investments over time to maximize marketing budgets and build your brand. I’ve seen first hand with an online retailer I worked with. They relied solely on PPC, never solving their branding, email marketing, content marketing, reputation problems. They just threw money at PPC. So they made a lot but had a huge overhead. And in my not so humble opinion, until they solve those problems will never be taken seriously in the bigger picture.
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