1. Demand (SEO, PPC, content, email) 2. Conversion (landing page, testing, analytics, reporting) 3. Social (traffic, followers, social mentions, social "signals")
Keep PPC in your toolbox. It's fast. It's effective and the results are real-time and real-world. So while the PPC AD might be dead as a revenue stream, it's the "click to buy" part that is broken. Hopefully you're not trying to convince your client that buying PPC ads is going to drive their success on Facebook. Because f-Commerce is still mostly myth. But PPC is alive and well.