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The reality is that the digital space is where consumers are spending more and more of their time, and so this is naturally where advertising and marketing efforts should be focused. Just as with paid social advertising, SEM gives businesses greater targeting capabilities than ever before, enabling them to advertise directly to their target audience while they are actively searching for certain services. Businesses have the opportunity to present themselves as an instant solution to the consumer’s problem during the solution seeking process.

Search engines are businesses just like any other, and rely on pay-per-click advertising for their profit. While search engines are refining their algorithms to deliver people exactly what they want, they also need to make money, and so priorities paid searches above organic ones. These paid or sponsored listings occupy the top four spots on a Google SERP, followed by the maps listings and then the organic results. Noticeably, paid results are distinctly recognizable from organic results.

An integrated approach to Google Adwords and SEO for Adelaide businesses

It may seem that SEM operates independently from SEO, as these two categories actively compete for attention in SERPs; however, this is far from the case. A comprehensive strategy appreciates the value of both SEO and SEM to achieve the greatest gains. SEO offers the benefits of long-term stability and building robust reputation and trust, although it does take some serious patience and resources to put in motion. SEM by contrast is a sure-fire way to increase traffic instantly, but relying solely on paid advertising could exhaust your budget in a month. A long term and cost effective strategy will strike a balance to combine the benefits of both techniques. A common misconception is that as savvy search engine users, we often skip past the paid advertisements and opt instead for the first organic listing under the assumption that it has ‘earned’ this position due to its superior relevance to our needs. While a significant proportion of first clicks does go to this first organic result, the value of paid advertising cannot be underestimated. The guaranteed exposure alone should be enough to demonstrate the impact that this marketing can have on brand recognition and awareness.