While PPC is a very effective marketing strategy, it should not be the only one that you are using. Pay per click is very effective but it can't create demand. PPC can't introduce your brand or your product to people and that is what holds it back. PPC is also only one channel within marketing, and for a successful marketing campaign you need to use many different channels. Finally, PPC can change over time due to Google having the ability to change it's features at any time.
- PPC can't create demand by itself as you need to introduce your brand to people in order to generate traffic and awareness.
- PPC is just one layer of marketing strategy that you should be using and if you ignore all the other layers, your results will suffer.
- PPC can change at any time because at the end of the day Google can change their ad features at any time and there's nothing you can do about it.
"PPC can get your ads in front of people at the right moment to convert."
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