However, with Adobe s recent Q4 Digital Advertising Report explaining that not only are CPCs in decline in Europe, but click-through rates are on the rise, all signs are pointing to a Paid Search orientated strategy.
Are retailers better off investing their money in SEM or their time in SEO?
Few website optimisations
Although good website structure helps to improve your PPC ranking, it is not incremental to do so to achieve good paid search results.
SEM on the other hand, can obviously require a significant amount of investment, particularly for competitive keywords.
Of course, you will need to be sure to keep up-to-date with the latest guidelines to ensure that you are not penalised and your efforts don t end up going down the drain.
Online retailers are generally encouraged to start by adopting both strategies.