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Zoe: You questioned if PPC will be the "ideal" internet advertising product to employ for a little business enterprise endeavoring to drive targeted visitors toward their Web site. The solution to that is determined by the type of company. In your situation, to advertise an art gallery in NY, I think The solution is actually a definitive NO.
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There may be not likely a stock reply for this as you will have to experiment with concentrating on to discover in which you get the very best bang for your personal buck. I will mention that I have found the ideal values with Fb and Pinterest, with LinkedIn being a tad costlier (but this could give you the results you want, you are just likely to require to check).