Writing for Social Media Today, Sookie Shuen puts pay-per-click advertising (PPC) on the endangered species list, citing recent research from YouGov that just 18 percent of SMBs using Google Adwords actually recoup their investment.
PPC is purely about grabbing the potential customer’s attention without actually developing a lasting relationship with them. It focuses on the attraction stage and neglects to actually nurture and convert the buyer. This is why used alone, it can only ever offer limited returns.
Shuen believes PPC can work, but only if used strategically, and in conjunction with other marketing channels.
ENewsletter Sign Up