Over the last 5 years, Google has increased the base cost per click which has in turn made advertisers spend more money and make less money. This concept is fine for Google, however it lends to both a poor economy and poor business growth if the one company that is growing is taking from all the smaller ones as they fall.

Google should set a cap for PPC clicks, then small companies would have a fair shot. I did a campaign for a client the other day with an average cost per click over $26.00. This is absurd on 1000 different levels, especially when the price point for the client was under $200.00. An average national conversion would cost this client more than $500.00 to return a $200.00 sale. We need to reel in these search engines that think inflated search profits are the future. Offer an affordable method with a cap, and a larger volume of advertisers will get involved and spend money. You will have less chargebacks, as Google leads the internet in chargebacks against the company. The days of greed are over on Wall Street, Detroit, the Government and they need to end online starting with Google.