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I'd like to suggest one more discussion. I personally think PPC is dead. In any niche where you have more than a page-full of advertisers, bids have become obscenely high. The PPC providers (read G$$gle) isn't helping with their black-box, open check mentality.
Days of PPC are but over. It is Y2K all over again, hoping for a second and third purchase to take you over a red line.
We are DONE with PPC. Every single "we place you on a first page of Google" cold-calling firm is getting a message from me that they are fired, toast, history.