The advantages of SEM campaigns are many:

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they allow you to invest a pre-established sum while maintaining absolute cost control
allow you to obtain certain and concrete results in the short term (visitors per click)
they can be geolocated to better understand the dynamics of the clicks acquired
make it possible to respond directly to those who already have clea job seekers data r purchasing intentions in mind
they help to reach a targeted audience that is already inclined to purchase
make it possible to compete with big competitors (difficult with organic positioning alone)
they allow us to exclude from the analysis of the words to be used the terms that do not interest us (for example, long tail keywords for products that we do not own) limiting the consumption of budget for unprofitable visits
allow you to directly evaluate the relationship between the conversions obtained and the expenses incurred
However, there are also some disadvantages that one must take into account regarding SEM campaigns:

you need to have sums of money ready to be invested
The effects of the campaign only last as long as there is a budget available
require some expertise in keyword analysis, to ensure you don't waste your budget on unprofitable targets
can easily lead to discouragement if you don't see results in the short term
the cost of the competition to be faced must be reasonable in relation to the expected closing rate of the deals and their overall value (it is useless to spend 500 euros on advertising if you sell a service for 400 euros, to be clear).
Small and corporate companies do not always feel like investing in this way, even though it has the advantage of bringing certain and rapid economic results .

In fact, while the contents created with SEO in mind work on reputation and latent demand (IT materials are offered to get “upstream” of the service that you want to offer), paid advertising campaigns directly target those who have a palpable need to satisfy. SEO is therefore an optimal solution for building solid and long-lasting results that, however, struggle to monetize immediately; SEM includes those more markedly commercial practices, suitable for those who need to obtain commercial contacts immediately .