Most organisations now recognise the need for some Online Marketing for their business and many of them have actually decided that online marketing will to account for the entire their marketing spend – so definite are they that it is the most effective use of their money. This, in the main, is a sound decision but care must be taken to pick the right online marketing strategy for the organisation in order to get the most out of the money available.

Two of the most widespread processes that frequently individually make up a strategy are pay per click advertising and search engine optimization, each regularly used separately, rarely in conjunction with each other. This is a shame as the ideal situation would be a combination of the two, in a very strict regime.

The chief reason for this ideal is the cost of pay per click advertising and the length of time involved in search engine optimization. If you take a comparatively popular set of keywords they will initially cost you a lot per individual pay per click charges and there will be a lot of them; then the Search Engine Placement side of things will take a while to achieve, something as long as 4 months dependent on the competition. So you can see that any firm using online marketing as it’s sole source of advertising would want to see a benefit a lot sooner than 4 months and it also will not want to indefinitely pay out hundreds of pounds per week for the pay per click leads. However a mixture of the two works perfectly.

Initiate your strategy with pay per click, it gives you an instant response (within a week if the keyword is reasonably popular) and you can check out your website, your key phrases and your snippet. Any alterations that you think may advance your sales rate can be tested out and you will receive an almost immediate response. It really does polish your site and make sure everything is running efficiently ready for the optimization to take over. Why move away from pay per click then? The easy answer is cost. If you have a competitive keyword it will cost you perhaps more than ?1 per click and as a competitive one there will be a lot of clicks, it is not difficult to spend hundreds per week on just one keyword.

Compare that to the cost of using a Website Optimization Company and you can see instantly the difference in cost. At merely ?10-?15 per key word per week, and not taking into account how many hits that brings you the difference can be amazing. Of course you need to ensure that you are paying for a relevant keyword but if you have followed this advice and tested it out with pay per click you will have no worries.

As soon as you have got everything sorted, chosen and trialed get the optimization side of things implemented and keep the pay per click alive until it starts to show results. That way you can keep the sales coming in at a bigger cost only until the optimization takes over – then the cost fall away considerably.