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The advantages of choosing pay per click advertising are numerous, particularly in the initial stages of the Online Marketing strategy of a company. It can be a fantastic test ground for your website and for the keywords you have chosen. It can also really help you to perfect your delivery before spending budget on other forms of marketing. The best thing about pay per click is how soon any alterations can be reviewed. For example, say you were uncertain which keyword to choose and you had a choice of three, you could, over the space of three weeks assess the effectiveness of all three. And with the number of enquiries on the web being massive you will have some fully useful information after that three week trial.

Not only will pay per click test the keywords, it will also test the conversion rate of the website in general. You may find that one of the keywords has worked particularly well, bringing a large number of visitors to your site, but they just have not purchased from you. Now this could be because you have picked the wrong keyword, but assuming you went through all the appropriate procedures to identify them it may more likely suggest that your website is not working well from a sales point of view. Is it obvious how customers select their goods, is it obvious how they can pay? Are the payment options diverse and simple, or are there lots of requests for information that is putting customers off.

All this can be tested out and resolved in a very short amount of time and then the more cost effective Online Marketing process of search engine optimization can replace it. It will almost certainly be cost effective to switch to this type of Online Marketing, particularly if you have a large number of keywords or a reasonable size client base on line. Pay per click can be very expensive and quite misleading in terms of cost. The amount you spend on just one click through to your site may be relatively low, say between £1 and £2. However if the quantity of people searching for your keyword or phrase are high, as they usually are on the net, you can end up with this quickly building into hundreds of pounds every week. Also it is normal to have different “campaigns” running at once. Although each of them on their own looks relatively low in value, when added together they make for a large bill.

The solution is to go for the pay per click in the first instance, really trial your site and get it working just the way you want it to. Then, when you are satisfied, start to use the services of a Website Optimization Company. Once they get a decent Search Engine Placement for your keywords in the organic area of the listings you will start to see some much bigger numbers of enquiries come through to you for a lot less money.

Using the Website Optimization Company is great for the medium to long term, but do carry out all your trials before spending money on search engine placement. Otherwise it could cost you as much in wasted time and web reworking.