Pay Per Click versus Organic Search Engine Listings - Ultimately, focus on...
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Ultimately, focus on the keywords that work best and achieve the best conversion rates and the highest return on investment (ROI). For more detailed advice on how to measure your conversions and ROI, download our guide: "Measuring Success", read an excerpt here: http://www.enable-uk.co.uk/html/book_6.html
5. A Need To Change Advert Content or Timing If you need to frequently change the content of your adverts, for example to promote particular products or to make seasonal offers, or if you want to be able to turn your advertising on and off, you will need to rely on the control and flexibility offered by Pay Per Click advertising.
6 Ad-Adverse Audience More Internet savvy search engine users recognise information that is displayed as a purchased advert and this limits its credibility. In this case the integrity associated with a high natural ranking is invaluable. If your target market is likely to be Internet wise (IT professionals, students, etc), optimisation should be your main focus.
The above guidelines will help you assess the relative priority of optimisation and Pay Per Click advertising, but how should you implement each method? Simultaneously or one at a time?
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