SEM or SEO?

• Banner Ads
• Pay Per Click

The advantage is paid inclusion immediately generates traffic to your site. However, if clicks don’t turn into sales, then paid inclusion can be very expensive. Any paid inclusion campaign should be monitored closely and measured regularly to insure there is a return on investment. Many companies have specialist who will help you set up campaigns and establish budgets. Their advice can be quite helpful.

The one thing to be careful of is allowing these companies to automatically reload your account. If you’re not paying attention, you can end up with huge charges to your credit card. I prefer to turn off that setting (not all companies allow you to do that – red flag in my book) and manually reload the account when the balances are used up.

Related articles by Zemanta

• Rip Van Winkle: Paid Inclusion & Trusted Feeds at Search Engine Strategies NYC 2004 (searchenginewatch.com)
• Business Professionals Invited to Learn how to Use Search Engine Marketing (prweb.com)
• ‘Integrating Search Within the Overall Marketing Mix:Best Practices’ Presented at Search Marketing Now, April 15, 2010, 1 PM EDT (prweb.com)

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