Use PPC Only When.......
After working for a PPC search engine for two years I would tell anyone setting aside budget for this to use it ONLY if you are wanting to draw traffic to your site and ONLY for that purpose. Click fraud is a mojor source of the traffic you will get from PPC as there are a number of programs and bots built to defraud PPC advertisers and sites. The statistics Google and the rest will give you is that about 33% of clicks is fraudulent. Which in and of itself is a fraudulent statement. It is more to the tune of %0 - 60% based on traffic reports I have seen. The biggest problem is third party traffic coming from behavioral companies and others that make up most of the click volume but cannot be monitored well by the PPC companies.
So use it to generate traffic but don't expect sales.
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