Adwords and your Marketing Campaign

As you may already know, Google Adwords is a great way to reach a large targeted audience at a manageable cost. Although it is cost effective, Adwords cannot and should not constitute the entirety or even majority of your marketing campaign. At most Google Adwords should be about 30% of your marketing effort depending on your type of business. Why?

1. Adwords is very competitive and unlike traditional media your advertising spot is never guaranteed.
2. Internet browsers have learned to become distrustful of unfamiliar ads and have built a certain tolerance of ads which makes them easy to ignore. 
3. If you have a localized business or a new invention, Adwords cannot substitute for the benefits of traditional marketing methods such as Trade Shows, PR, television, print or radio ads. 
4. In my experience, people are more likely to trust your online ads after they have heard about your company from some other trusted source. 
5. Your online marketing needs budget or effort should also have a significant allocation to social media marketing whether paid or unpaid.