Devoted to online marketing, viral marketing, and web marketing

One of the big mistakes that online marketers continue to make is to think that keyword advertising is everything. A lot of honest experts in SEO are beginning to tell their clients that it just isn't so.

Now before I get into this, I want you to know that keyword advertising is a good strategy, but by itself it can financially destroy your business or be cost prohibitive.

There are an endless amount of online marketers that just pour their money into pay-per-click search while they don't make any real efforts in what is called 'organic search.' This is a huge mistake. The reason why so many make it is that it is the easiest thing to do, just bid on some keywords, sit back and watch the traffic come in. That's why it is so enticing to use it as the end-all marketing strategy.

Let's face it, the bidding process is built to bring the highest cost per click to Google (GOOG)and Yahoo (YHOO). Here is a thought to consider about all of this: What are the end results of your campaigns? Are you measuring it religiously to see the actual statistics as a result of your bids? If it is the only thing you are doing, you will find that the costs are high indeed. 

What can you do? Make sure that you are using all the tools that are available to you. Are ezines, email, blogs and the numerous other ways of reaching customers all in play as part of your marketing efforts? When they are, you can include the results comprehensively and across all your marketing platforms. This, not simply lower bids, is what brings the average costs of marketing down per customer.

Remember that many customers also believe that when they put in keywords looking for something, that they consider organic answers more credible than paid answers.

Again, this isn't a call to drop using pay-per-click, but a call to stop thinking of it as the only answer to all your marketing problems.