Earlier this summer, I took one of the major printed directory companies (or what’s left of them) to task for ripping clients off via generic, expensive, and ineffective pay-per-click advertising. It’s not that PPC doesn’t have any value, but it was the ineffective way in which it was sold and delivered and how costs are artificially inflated by those big companies that I took issue with.
I’ll talk more on that in a future post, but for now, I bet you’re wondering if you should you incorporate AdWords into your online marketing and lead generation strategy? The short answer, from my point of view, is that PPC is generally more expensive, less efficient, and less sustainable than a more organic search engine optimization and inbound lead generation strategy, over the long term. But there are ways to make it work – and work profitably – for your company as you work to build up the strength of your web site to eventually rank organically…
