Besides email marketing, pay-per-click advertising is one of the most cost-effective forms of advertising out there. Remember the findings of the latest SEMPO survey.
PPC advertising is most commonly used as a standalone marketing method which is a shame in a customer-centric and multi-channel marketing reality.
On top of that, PPC advertising is still too often seen as SEA (Search Engine Advertising). But some social media PPC platforms that are more content-based (such as social bookmarking) show a much better cost per lead (certainly if you are focusing on ‘expensive’ keywords and not engaging in long-tail SEA).
Today, many marketers are looking at PPC advertisements as a method for generating leads and email marketing list opt-ins.