The fact is that the click cost constantly increases. This is why active pay per click publishing campaigns enthusiasts are hiring search engine optimization firm to prolong the bubble. The greater the traffic, the greater is the chance to be successful in PPC marketing. In addition, having top search engine rankings means more web traffic.

Increasing click costs and click frauds made several PPC marketers shift to using search engine optimization to replace pay per click marketing. But these marketers often evaluate SEO using similar methodology as PPC publishing.

The main difference between PPC marketing and SEO is that the former is more of an advertising investment while the latter is an investment in infrastructure. This is because with search engine optimization, there is no clear delineation of where the benefit from the campaign ends. Previous efforts continue to give results for a prolonged period.

It is important to distinguish the intrinsic differences in pay per click campaigns and search engine optimization when trying to quantify results. A pay per click marketing campaign can have an ultimate beginning and end, which makes cost per click an ideal method of determining ROI. However, the search engine results will outlast the results from a pay per click campaign, though the former is longer to implement. This is where the concept of analyzing the effectiveness of a search engine optimization campaign on a cost per click basis draws the big difference.