now if only competitors stopped driving up my costs...
Loved the article. I agree that the pay per click fee is getting out of hand. I worked for a small company abroad and implemented the same concepts as stated in the article. I too focused more on social media venues to boost the companies exposure coupled with the adwords from google. It proved to be more cost effective. I believe that like anything else, the price for adwords will bust once more and more companies realize that social media can save hundreds of thousands of dollars.