Laura Wheeler | | First of all, I don't think there is such a thing as an "objective" view. It is subjective, and MUST be subjective, because it has to be applied in a subjective manner to each individual business.
Second, they have left out what many people leave out with PPC. For some businesses, it will never work, and CAN never work.
If your business profits by less than $10 per sale, PPC will virtually never be financially viable. The conversion rates and costs involved will always leave you in the hole.
Over that, it still won't work for many businesses, especially if they have a highly competitive niche, combined with low profit per sale. It is a simple matter of math, and for most businesses, you can do some math ahead of time, and know right away whether it is even worth trying. For many, the math will never add up to profiting from PPC, no matter how well optimized the ads, and no matter how low the cost per click.
A huge number of businesses, especially small startups, fall into that category.
Laura
Mom to Eight
307-379-2502
Firelight Business Enterprises, Inc.
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