I think it’s a little early to declare PPC dead.
But we’re clearly at a tipping point where those who employ it poorly will continue to pour good money after bad. And those that execute it properly will see results that deliver on the promise of the channel.
As with any other component of an integrated channel plan, I’m a fan of smart, focused, results-oriented strategies. And regardless of the transactional attributes associated with it, PPC is no different.