Wide diversification is only required when investors do not understand what they are doing. Warren Buffett
If you look at the title of this article you may wonder what a financial quote from investor Warren Buffett has to do with Pay Per Click (PPC) advertising.
Allow me to explain. PPC advertising does provide diversification, and if youre an online marketer you are investing time and financial resources in a tool that is designed to provide a return on your investment (ROI), but this diversification, while varied, provides only a marginal (and short term) return on investment.
The use of Search Engine Optimization (SEO) techniques are certainly less costly while providing greater long-term ROI. After all if you could avoid paying an advertising bill wouldnt you?
If past history was all there was to the game, the richest people would be librarians. Warren Buffet
Warren Buffet is one of the richest men in the world, perhaps thats why he understands that past performance or even past knowledge doesnt always help you manage future changes. If you are looking there for a reference point it is time to shift your focus.
PPC is propped up...
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