SEO or Search Engine Optimisation,
is where we gain natural positions in Google free listings.
These are formed in the free listings in the centre of the search results pages.
Although Google makes no charge , your costs depend on how competitive your keyword is. More competitive phrases require much work in two main areas :
1. Optimising your on-page factors
2. Building up inbound links.
Pay Per Click
This is where you pay for every click a visitor makes on your advert.
So you pay Google for each click.
As a guide : of 100 clicks you should expect somewhere between 1% and 5% to result in an enquiry.
Do your sums and calculate your spend on your final profit on 100 clicks at the going rate per click.
If you can make a profit on lower than 1% , then that is what you must budget your campaign on.
However most industries require a higher click-through rate.
Factors that help your click through :
1. Ensure your advert is compelling or intriguing .
2. Get on the 1st page of results in Google. Google bases your ranking on a combination of the price you pay per click AND how often people actually click through to you.
This is why it is important that your advert entices them to click through