We've all done it...yep, we've all spent a fortune on pay-per-click (PPC) with Google and possibly lost every penny. Of course, some people swear by PPC, but in reality, is PPC a viable B2B marketing option when selling software, hardware or professional services?
Unless you have a methodical strategy that is geared around writing for vertical markets and you have segmented and identified the personas that operate in your preferred markets - don't do pay per click.
If you're sending people to your prospective browsers to your website home page - don't do pay per click. The longer answer is also to ensure you have specific measurable landing pages written for each persona and that the language you use matched the people you're planning to communicate to - i.e. CEOs, Managers or Information Gatherers.