Maybe they've read about scams or been approached by PPC salesmen they don't trust. Maybe they've seen false or deceptive claims in sponsored ads on Google. Whatever the source of concern, PPC advertising has suffered from undeserved negative attention because many people don't give it the patience & attention it needs to perform well. It's true that PPC can be wasteful if you "set it and forget it." If ads are not tended and managed, they can burn through money FAST and never have a chance to achieve your goals. On the other hand, a well-crafted and well-maintained PPC campaign can achieve a greater return on your marketing investment than almost any other form of advertising. As in most things, doing it well makes the difference.
