5 Times You Should Ditch Pay-Per-Click Search — mashable.com

You may find it strange that someone who's been a practitioner of pay-per-click (PPC) ever since GoTo.com launched in 1998, and someone whose team manages hundreds of millions in PPC search spend annually, would pen a column on the topic of giving up on PPC search. The reality, however, is that in the hyper-competitive world of Google AdWords and Bing Ads, not everyone can survive. It's actually beyond survival of the fittest, because there are scenarios where even a fit company can't survive here.

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