dertyfern - 12:57 pm on Dec 2, 2009 (gmt 0)

We stopped using Google ppc for our core product about two years ago and opted to funnel the ad expense into copywriting and seo. It's work out really well for us.

Admittedly, we test the ppc waters each six months or so for a couple of months but have found returns continue on their downward sprial. We've paid experts on landing page optimization, but still not enough of a yield/effort ratio.

A few years back, ppc made tons of sense: it was cheap and more importantly users were given the option of clicking on their most appropriate link on a results page. So if a user was in search of spending some cash, we advertisers had a higher likelyhood of getting them, otherwise they'd take a different course of action.

On todays Google results set the average user sees few other options than to click on an ad which means wasted clicks.