However, pay-per-click offers one significant advantage.  It enables you to achieve website visibility with a high ranking instantaneously or overnight.  If you want to draw traffic to your website fast for any reason, pay-per-click can make that happen. Remember, maximizing standard search engine process takes time!    Let’s summarize pros and cons of pay-per-click marketing: 

Pros

* Improves your website’s ranking and traffic quickly. * Tests marketability of your product or service swiftly. * Determines ability of your web site to convert visitors to a call to action or make a purchase promptly. * Identifies which keyword phrases will provide best conversion rate rapidly. * Provides complete control of search engine campaign, both position and cost.

Cons

* Cost

Many individuals criticize pay-per-click because of costs involved. But, have you really thought about cost issue?  Unless you or someone in your organization has expertise in search engine optimization, you’ll probably pay several thousand dollars in fees to a search engine optimization specialist to improve and optimize your website to achieve higher rankings in standard search engines.  So, my question to you is.  Are standard search engine rankings really free?

At end of standard versus pay-per-click search engine debate, it’s like old saying, “There is no such thing as a free lunch.” Or, it’s like old commercial, “You can pay me now or you can pay me later.” The reality of debate is you must evaluate your specific website situation and utilize search engine approach that maximizes your website promotion goals and investment.