Is pay per click losing momentum? Is growth in the channel waning? In a recent blog post, Steve Rubel wrote “I am calling a top to this market now. There are five reasons why a pay-per-click advertising recession looms!”

To further explore pay per click's future, we turned to Steve and to Alan Rimm-Kaufman. Alan leads the Rimm-Kaufman Group, a direct marketing services and consulting firm, and he’s a fan of pay per click. Steve, senior vice president in Edelman's me2revolution practice, has his doubts.

We dove into such questions as:

    * Are people numbing to pay per click ads as they have to banner ads?
    * Is the pay per click channel maturing, and what does that mean?
    * Is pay per click more, or less, trustworthy than public relations?
    * Can combining channels help drive your pay per click results?

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