What Is Search Engine Marketing (SEM)?

SEM is a marketing strategy that has gained popularity in recent years. SEM stands for Search Engine Marketing, and companies use it worldwide daily. Search Engine Marketing, in its simplest description, is the process of increasing website traffic by purchasing ads on search engines. SEM is often confused with SEO, which stands for Search Engine Optimization, because initially, SEM was used as a broad phrase to describe all aspects of search marketing. Search Engine Marketing these days typically refers to buying traffic through paid search listings.

Getting Started With SEM

SEM, or paid search, is an excellent way for companies to gain an online presence. A company will bid with search engines, such as Google and Bing, for their website to be displayed in search results for specific keywords and phrases. These companies bid against their competitors who are interested in the exact keywords to rank themselves higher on the paid advertisement portion of the search engine. The paid advertisement area is typically located at the top or along the right-hand side of the search engine results and is usually labeled “sponsored links.”

When a company bids, it is stating what it is willing to pay when a person clicks on its website featured in the sponsored links. Technically, the company isn’t paying when its site appears, but it is paying when it is clicked on. This model is referred to as pay-per-click (PPC) advertising. The PPC advertising tactic is a very effective way to get a company noticed online. Although it sometimes comes with a hefty price tag, the ROI is often profitable for a company.

Paired with other forms of search marketing, SEM allows businesses to thrive on the internet and promote their brand.

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