Before you start plunking down your entire budget on outsourcing to an SEO company, think about what it is that you want them to do for you, and then figure out if it's possible for you to do it yourself, at a fraction of the cost.
Definitely set some of that money aside for PPC. But before you actually get it to work for you, figure out what your goals are: Which are your best converting pages (i.e. if a user enters your site from page A they're 20% more likely to purchase/sign-up/etc than from page B)? How much is a conversion worth to you, and how much are you willing to spend on a conversion? In other words, know your ROI before investing in any type of ad campaign.
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