PPC consists of certain aspects which are complicated to understand, and difficult to avoid. "Number of Impressions" is a widely used concept in Google Adsense, and you end up paying for a click which never took place. It´s time for search engines to be clear and precise in the way they charge companies for PPC Management
This article hit the nail on the coffin, organic is the way to go for the long run. I spent way too much on PPC with a bad ROI, I hope my site ranks well with google.
See Original Article:
"Organic Results get more Clicks than Pay Per Click"