It may be hard to believe (or perhaps not), but not every business owner and marketing team is a PPC convert. Plenty of businesses (in fact, the vast majority) have yet to include online advertising in their marketing mix.
If you asked why, most of them could provide reasons for abstaining from PPC—and some may even be valid. But in our experience, PPC reluctance and skepticism is often based on misinformation and limited thinking.
In her recent article in Search Engine Land, Pauline Jakober describes six types of PPC skeptics she and her team encounter when talking to new prospects. And she introduces new ideas and perspectives that might move them (and you!) from PPC skeptic to PPC devotee.