So, as a short term strategy pay per click gives you the clear advantage over SEO.  But, the disadvantage is the cost involved. Depending on the market demand for your keywords and clicks, your PPCSE campaign can generate tons of traffic and can cost hundreds, even thousands per day or month. With various optimization strategies you can lower your costs, but over the long term natural search engine optimization will give you a higher return on your marketing dollar.

In Conclusion

The golden rule in marketing is that you should constantly strive for maximum results and return-on-investment (ROI) for your budget. In other words, if your marketing is making you a profit - even if it's a thin profit - it's worth it. By this model, pay per click is worth doing, but overall pay per click will leave you with thinner margins.

The reason for conducting a natural search engine optimization campaign is to significantly increase your margins over the long term.

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