I wish I wrote this article:
Many web marketers see paid search marketing as the fastest way to bring traffic to their online shops. At the first glance the pay-per-click scheme looks easy: you bid on a keyword, higher bids get higher positions (Overture), and web users see your listing among the top results for your target keyword. You dont have to invest into search engine optimization and link building; you pay for your visitors and hope to quickly get targeted traffic. But did you notice that more and more often you have to raise bids above the threshold of profitability in order to put your listings to the top of paid search results? With money you spend for PPC exceeding your revenues is it worth to do online business at all? Well, it is time to seriously consider promoting your website in natural (organic) search results.