Lots of people have a definite opinion as to whether pay per click or search engine optimization is the most effective way to carry out your Online Marketing. In actual fact it is most probably a blend of the two that makes the best online marketing package.

Initially pay per click should be used. It is very fast to set up, a well thought out campaign can be done and dusted within an hour and the results are instantaneous. The beauty of this is that if you have got a few of your keywords wrong this will soon show up, giving you the opportunity to rectify the campaign as soon as you notice. The changes take place straight away and over the next day or two you can see if your alteration have solved the issue.

Of course once you have got it all set up and running you could be forgiven for deciding to leave it as it is and have pay per click as you only sort of Online Marketing. This would be an error. Once the tried and tested keywords and phrases are doing the business and brining in the sales you can then turn your consideration to the organic Search Engine Placement of your website by opting for some search engine optimization.

Search engine optimization should, when done correctly, put your website on the first page of the organic search results for the keywords that have already been tried and tested by the pay per click. The searching public are ten times more likely to click on an organic website listing than on a pay per click advert. So although pay per click is good as a start the real winner is getting a good organic Search Engine Placement.

It does however take time for this sort of service to take effect. Even though a lot of the keyword work will have been done there may be amendments to your website and then the most critical link generation work will occur. As this involves advertising your website across the internet it is a much longer process, requiring the search engine robots to establish a picture of your website as a popular, honest one.

It should be possible to recruit the services of a SEO Company to carry out the work. They will typically be a lot more efficient than you. Although they will need an initial fee for the ground work involved no further payment should be needed until they get your chosen keywords on page one of the organic section.

As soon as this occurs the need for pay per click will evaporate. As long as you have a agreement with the Search Engine Optimisation Company that you pay an agreed amount per week for each keyword that is shown on page 1, you will find that the price of this service per sale is tiny compared to the pay per click which merely keeps growing the more customers go to your site.

So in a nutshell, pay per click is perfect to get the momentum rolling and check the keywords out but search engine optimization represents the long term cost effective solution.