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It’s easy to get hooked on Pay per click, especially if you sell to the consumer and it is delivering you results.

I would imagine however that as more companies focus on using it to drive traffic, it will become less efficient. What worries me slightly is that as Adwords, for instance, becomes more widely accepted by the masses, as it now is, advertisers are not doing their homework and don’t tend to really understand how to maximise their return. Good for Google with people paying more for wasted click-throughs than they need to.

Pay per click also gives you short terms wins which get you hooked, but at a longer term cost. Much better to spend money on SEO for the longer term sustainability of your website.

This seems to be the current trend of advice having also seen this today on Search Engine Land.