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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 probably a amalgamation 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 immediate. The benefit of this is that if you have got one or two of your keywords wrong this will soon show up, providing you the opportunity to rectify the campaign as soon as you notice. The changes take place instantly and over the next day or two you can see if your changes 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 an error. Once the tried and tested keywords and phrases are doing the job and brining in the sales you can then turn your concentration to the organic Search Engine Placement of your website by looking at some search engine optimization.

Search engine optimization should, when done well, put your website on the first page of the organic search listings 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 ad. So although pay per click is fine 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 work will have been done there may be alterations to your website and then the most critical link generation work will occur. As this involves promoting your website across the internet it is a much slower 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 recruit the services of a SEO Company to conduct the work. They will normally be a lot more effective than you. Although they will require an initial fee for the ground work involved no further payment should be requested until they get your chosen keywords on page one of the organic section.

As soon as this takes place the need for pay per click will no longer exist. As long as you have a agreement 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 small compared to the pay per click which merely keeps increasing the more customers go to your site.

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