I think it depends...
Personally, I think PPC ads can be effective depending on your niche. We are planning to use Google AdWords, because we want people who are searching for other stuff about preemie babies/the NICU to see our product and site. They may not buy, but at least it will plant the idea in their head, and they may come back looking for us again. Otherwise, they might never think to even look for a product like ours, as it is a specialty item most people don't know exists.
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