"I get asked about pay per click (PPC) marketing quite frequently by my full-service SEO and B2B SEO consulting clients," writes Nick Stamoulis in a guest post at the Resource Nation blog. "They want to know how much of an impact PPC is really going to have on their online brand and business and if it's worth the investment."

The answer—as with most answers—is that it depends on a few key factors.

If you're skeptical because of past failures with PPC campaigns, Stamoulis explains what might have gone wrong:

• Relying on PPC without SEO. From Stamoulis's perspective, a PPC campaign works best as an add-on to a strong optimization program.
• Implementing a campaign with bad messaging. Great ad copy won't compensate for a landing page that can't close the deal.
• Setting unreasonable expectations. "If you don't know what kind of success you should be looking for it's very easy to assume it's not working," he notes.

If, however, your company is new to PPC, you should:

Consider the realities of ROI. A PPC campaign can be an expensive proposition. With increased competition, some keywords that used to cost a few cents per click might now cost $7 or $8.

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