A friend of mine called and said, “I think I should finally create a web site for my business (she practices rolfing massage therapy) and I want to do Pay-Per-Click.” I thought to myself, “How do business owners decide that they need PPC?”

So, I asked her how she decided that she needs PPC. She said, “My husband (who is an attorney) has a web site; he’s been spending money on PPC, and it seems to help his business.”

Aha! She heard someone was doing it, and although she has no idea what it exactly means or does, she wants it for her business, with hopes that it will increase her client base.

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