How much should a company spend on “search adds”

Do you have to spend the most money on “search ads” to beat your competition? 

A company should not have to spend most of their money on search adds to beat their competition. After watching “Core Concepts of Paid Search Marketing” I realized that higher end companies do not spend a lot of money on adds. This could be because they already have such a prominent name in whatever market they are in. Although smaller companies would like to get their name out there spending so much money on adds will not get them there. A company should not depend on “search adds” to bring them all their perspective targets. It depends on the quality of their content.

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