There are only two forms of Search Engine Marketing; Search Engine Optimisation that targets the organic (free) listings in Search Engines and Pay Per Click (PPC) which targets the sponsored listings.
To get the most out of the Search Engines both forms of Seach Engine Marketing can be used. We advise majoring on your organic listings with SEO and filling any potential holes in your organic listings with PPC.
There are several distinct advantages or disadvantages to both, simply:
Traffic - research has shown that 60% of users click on organic listings, recent research has shown that this rate is rising and that some search engine users are unhappy with organic listings as a reliable source for what they're searching for. With the Search Engine with the biggets market share (Google with 55%) these figures are even higher. Effective SEO will generate you more traffic.
Cost - with PPC you pay for each click, organic listings are free. With using a company like ours once you've gained your organic listings the are free whereas with PPC cost's are ongoing.
Gaining Rankings with PPC you just have to outbid your competitors, that in itself can be costly and can drive up costs. With organic listings every site competes on the same level and are judged on the relative strength of the different sites.
Time, with PPC results are imminent as your paying for your traffic. With SEO depending on the many different factors (generally the amount of keywords your chasing and in which engines) gaining rankings is a more long term effort.