To be effective, your website's search engine marketing strategy should be customized rather than be packaged into a one-size-fits-all commitment. The SEM arena is one of the few marketplaces where a custom product actually costs you less than a package deal. Factors such as location, industry competitiveness, keyword data, and more should all be considered when developing the custom search engine campaigns for your business.
Your marketing plan should also be flexible email list, allowing you to increase or decrease your budget as needed without arbitrary calendar constraints. Rule of thumb: If an SEM company attempts to pin you down into "their" package instead of what's best for your business, shop elsewhere. It's very likely that your business needs a combined approach between organic and subscribed efforts.
For instance, your marketing budget may be appropriately divided to include a pay-per-click campaign to initially boost your traffic while gradually targeting certain keywords in the natural rankings. Then, once your natural ranking results are favorable, the amount of money originally assigned to pay-per-click traffic can be re-allocated to a different assortment of keywords in order to get wider coverage. The "right" answer for the correct search engine strategy you use will depend on your goals, your target audience, and the variety of factors involved (budget included) with your particular market.