The debate between PPC and SEO has been going on for some years now. The question always arises, which one is more effective. Of course, we believe they are most effective when they work together and compliment each other. But that doesn’t say anything about why companies use one or the other.
Pay per click advertising is popular among companies just starting out on their Web marketing ventures for a number of reasons. First, SEO takes time. Good SEO takes a long time. Real good SEO requires patience for it could be a year, two years, or more before you start to see real results from all of your hard efforts. pay per click, however, is much more immediate.
A company can spend thousands of dollars on SEO and see great results. Next year. They can spend a fraction less and see great results - tomorrow.
But PPC can also be used as a testing ground new keywords and phrases that you might want to use for your SEO campaigns.
Search marketing, both paid and organic, offer great opportunities for companies wanting to reach the right target marketing. If you use them together - pay per click for immediate or short-term results and SEO for long-term results - then your overall search marketing efforts will be more effective.