For anyone natural search will always win because with PPC I think it is like you will always pay for the inclusion and being seen , it cannot be carried off all the time . Also with keyword bidding getting higher on rates pay per click on it is some times waste seeing the click fraud on such a large level making it precious dollars down the drain .But again the beauty of PPC is that it's very quick. You can have it up in running in minutes and a website that was launched yesterday can have 200 daily users the next day. (With natural placement, it can take 2-12 months to see results). Also, PPC is very controllable.
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