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The reason they do not is very simple. The vast majority of internet businesses will never attempt to use both of these internet marketing methods. Internet marketing and online businesses generally focus on one of these two categories. Search Engine Marketing or SEM can be broadly divided into two primary categories: Search Engine Optimization (SEO) and Pay Per Click (PPC).

Worse they are cutting themselves off from these customers needlessly. The mistake that these marketers make when they choose to ignore one of these traffic generating tactics is that they cut themselves off from a large percentage of their prospective customers. Mastering two at the same time would be a Herculean feat. It takes a lot of time and effort to master just one of these categories.

Do not get so caught up in one that you forget all about the other. Make it profitable and then start learning the second, learn it, choose one. You see there is no need to try and master both of these techniques at the same time.

Generally speaking the more competitive a keyword is the more you will be paying to get your ad in a top spot. Also there is a direct relationship between a competitive keyword and your starting Cost Per Click (CPC). This can be incredibly hard to do with competitive keywords. With Pay Per Click your main goal is going to be to position yourself in one of the top 3 ad positions. You want to avoid the most competitive keywords out there if you can. First and foremost is your keyword research. If you choose to start with PPC as your first traffic generating method then there are a few things that you need to pay attention to.

But if you are not carefully tracking all of your results you will never be able to optimize your ads and this will cost you a lot of money in the end, this may seem complicated. Landing pages and conversions, keywords, another thing that you should consider with PPC is developing a good method of tracking your ads.

And Optimize, test, in order to do this just follow the recommendation above: Track. If you want to maintain a high quality score you must maintain a high Click Through Rate (CTR). Maintaining a high quality score is the best thing you can do to drive down you CPC. You should be most concerned with your Quality Score, if you are using Google AdWords, with PPC.