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I read your post and on the same day I read this : http://www.fastcompany.com/3004452/french-isp-free-blocks-all-web-advertising about the company Free removing all web advertising for its subscribers.
It's not PPC I know, but at the same time it's clear that is going to be a war, because people know started to realize there is no room to say "you know, it's Google, so we cannot do anything about it".
Google has its pros and cons, of course, but we have always to remember that we can choose, that we can create something better, that we can use something different.
And that's the beauty of it all. Innovation for changing the status quo.
Thanks for sharing!
11 months ago on Carte Blanche - YouTube Auto Generated Pages #FTW