Many people have a definite opinion as to whether pay per click or search engine optimization is the most effective way to conduct your Online Marketing. In actual fact it is most likely a combination of the two that makes the perfect online marketing package.

Firstly pay per click should be used. It is very quick to set up, a well thought out campaign can be accomplished within about an hour and the results are immediate. The beauty of this is that if you have got a couple of your keywords wrong this will quickly show up, providing you the opportunity to change 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 resolved the issue.

Of course once you have got everything set up and running you could be tempted to leave it as it is and leave pay per click as you only kind of Online Marketing. This would be a mistake. Once the tried and tested keywords and phrases are doing the business and brining in the sales you can then turn your concentration to the organic Search Engine Placement of your website by going for some search engine optimization.

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

It does however take time for this kind of service to take effect. Even though a lot of the keyword process will have been done there may be alterations to your website and then the most crucial link generation work will start. As this consists of marketing 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 procure the services of a SEO Company to carry out the work. They will normally be a lot more efficient than you. Although they will require an initial fee for the ground work involved no further payment should be needed until they get your selected keywords on page one of the organic area.

As soon as this occurs the need for pay per click will disappear. 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 listed on page 1, you will find that the price of this service per sale is small compared to the pay per click which simply keeps growing the more customers go to your site.

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