What happens if you're using Google AdWords religiously and suffer some downtime (as a result of an AdWords phishing scam) or have your account under review? What if Google AdWords is your primary source of traffic? In a particular instance, a WebmasterWorld member believes that he's overly dependent on AdWords. A few other people can relate to this as well.
If Google AdWords fails them, what else is left? Some worry that there is nothing. Some do have a backup in place (one person in particular tried offline marketing, Yahoo, and affiliate sites) but consider Google AdWords to be a less time consuming and more effective model.
Yet others are concerned for the viability of companies that have complete dependency on Google AdWords. One has gone as far as saying that it's a "broken business model." He says that if "AdWords no longer works you have nothing but debt."
It's a scary thought.
Whatever the case may be, forum members agree that Google is the road to success (for many) but that businesses should be on the lookout for the next best thing.
Forum discussion continues at WebmasterWorld.