Your toughest Competitors most likely have done PPC or are probably doing PPC. One survey shows that online marketing savvy businesses have a strong focus on paid search (PPC) as it is in the top 4 of online marketing budget allocations, encompassing 25% of businesses’ online marketing budget.
PPC is also often used to supplement SEO efforts as SEO mostly makes an
impact on search rankings in the long term.
The growing market of mobile users made PPC extend its use from desktop and laptop computer targeting to mobile users as more and more people use mobile devices to access the Internet. Many business owners and marketers have already started to include mobile devices in their targeting and have already incorporated local, social and click-to-call extensions to reach a growing market of mobile users.
Paid Search spending in 2011