Pay Per Click Marketing

There are a near endless number of factors in determining how you should spend your marketing money online. The good thing about search is the implied intent while people are searching - which can lead to quick feedback on efficient accounts, but there are certain businesses that are hard to sell via search.
Some business models work great with pay per click marketing. Particularly small uncompetitive niches or high value markets that do not have much advertising depth. Using PPC to market in local niche markets tend to offer under-priced leads. In many markets people bid on the most common terms but leave off higher value related terms. Also some markets are far under-priced since PPC is newer there.
Some business models work horribly with pay per click marketing. Particularly businesses that have no recurring income streams and/or lower product prices in a market crowded by competitors with higher price points or higher profit margins. If you have a product which may be priced out of the more common high value terms you still may be able to find a few niche terms and bid on your brand, but you may need to rely more on organic search for traffic in this scenario.

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