SEO guys are quick to point out that 87% of googlers either will not click on a paid ad or prefer an organic search. I do not know if this is true or not.
Do you care where customers come from? Organic or PPC? Not really a cusotmer is a customer. Neither of these venues will be free to you. Either you invest great amounts of money and time to boost your organic search or you pay a budgeted amount for PPC from the git go.
Second issue: Many people say they can get you to number 1, 2 or 3 spot but very few really can. So do you risk/spend $$$ for months and months in hopes that your SEO expert is not full of crap? Secondly, google constantly shifts the sands beneth your feet and changes the rules of the game so even if you are ranked 1,2,3 one month you will wake up and find that sooner or later some google update occurs and you are not on the click list.
If you take some amount of money and pay for clicks you will definitely get traffic / people to your site.
In either case organic or PPC you need a site that converts eyeballs to phone calls, then phone calls to appointments or walk ins and ultimately into sales.
Does it matter if those clicks are the 87% of people who prefer not click on an ad or if they are the 13% of the people who will click on an ad? I figure I cannot handle 100% of either customer so I am happy no matter where they come from. Just as long as the phone rings.
Either way or both I needed a good website so i started with learning website development and optimizing my website for performance conversations to phone calls.
I decided to learn web development and seo myself. I got to one level right away, but it takes time and knowledge to get to higher levels. I simultaneously pay for clicks on ad words and continue to learn and improve my sites.
Don't get so blindsided that you spend your whole wad on internet and forget direct marketing, door to door fliers, cold calls, networking with friends and good customers.
I limit my PPC to auction price to $1.20 and $.60 for clicks from mobile. devices.
