Many people have a definite opinion as to whether pay per click or search engine optimization is the best way to conduct your Online Marketing. In actual fact it is most probably a combination of the two that makes the best 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 less than an hour and the results are instant. The benefit of this is that if you have got a few 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 changes have fixed the issue.

Of course once you have got everything set up and running you could be forgiven for deciding to leave it as it is and leave pay per click as you only form 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 attention to the organic Search Engine Placement of your website by opting for some search engine optimization.

Search engine optimization should, when done correctly, list 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 great as a start the real winner is getting a good organic Search Engine Placement.

It does however take time for this form of service to have an effect. Even though a lot of the keyword work will have been done there may be changes to your website and then the most crucial link generation work will start. As this involves marketing your website across the internet it is a much longer process, requiring the search engine robots to build up a picture of your internet site as a popular, honest one.

It should be possible to procure the services of a SEO Company to carry out the work. They will typically be a lot more effective than you. Although they will want 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 happens the need for pay per click will evaporate. As long as you have a deal with the Search Engine Optimization Company that you pay a set amount per week for each keyword that appears on page 1, you will find that the cost of this service per sale is tiny compared to the pay per click which just keeps increasing the more customers go to your site.

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