So, what’s it going to be? Spend the time and effort cultivating your organic search engine marketing plan or just offer up the cash and invest in a pay-per-click program? Which is better for you? Both?
On the upside… you’re free from the headaches and worry of trying to figure out what any given engine’s algorithm is up to and how it impacts your position. It’s scalable and controllable – you know exactly how much you’re spending and (ideally) have a good idea of what you’re getting in return. It’s also very fast. No waiting around here… just sign that check and watch your results.
On the downside, it costs several coins – sometimes quite a lot of them actually, to get really good results. The low hanging fruit of paid search has long since gone now that mainstream advertisers and Fortune 500s have jumped into the space. Paid campaigns are also not without their headaches. Coming up with effective keywords to bid on is a job in and of itself. Managing what you’re spending on what keywords, measuring their returns, adjusting your spends and playing the PPC game intelligently is a full time gig.