If you have been to a search engine conference such as Search Engine Strategies you have probably met people who swear by pay per click marketing – folks who claim PPC is the only channel they use to make thousands of dollars every month. I personally have no problem with people who claim they are having extreme success with pay per click marketing. There is no doubt a few people make a very good living with PPC alone, but putting all the eggs in the PPC basket can easily put your business in danger of going extinct.

Pay per click marketing is a powerful tool for Internet marketers but it should not be the only tool. It is a great tool to test new offers or do some branding for your business. But at the end of the day you should pay attention to other channels such as media, SEO, and social media. After all, who doesn’t like making more money, and if you can do that with SEO and other marketing techniques, you should do just that.

In addition, the market is so volatile and cut-throat these days that there is no guarantee you are going to be making huge profits tomorrow just because you are doing it today. With Google slaps coming down on us from left and right and the competition getting more intense, it is just the matter of time before the blue oceans in the PPC market turn red. At the end of the day, if the barriers to entry for competitors are not that high, you can expect them to jump in and take a piece of your pie.

At the end of the game, pay per click marketing is only a part of the whole Internet marketing game. By using other channels such as SEO and display media, not only you can keep your presence up in your market, but you can hedge your risks and be more prepared for tough times ahead.

Are you putting all your eggs in one basket?