What is Search Engine Marketing?

Search Engine Marketing

Internet users around the world use search engines every day to learn new things, use media, and shop. Search engine marketing (SEM) is a powerful marketing technique that makes it easier for a business to be discovered on the search engine results page (SERP) and reach a broader consumer base. 

Most people find the information they need on the first page of the SERP, and search engine marketing helps ensure people see your ads and website as quickly as possible. 

While a consumer may not discover a page after discovering it on the SERP, search engine marketing is still useful for increasing brand awareness and revenue. 

Know Your Search Engine Marketing

If you’ve seen ads appear at the top or right of a search engine, you already know what SEM is. This is a type of marketing that involves positioning URLs or ads on SERPs to maximize traffic and increase website visibility.

SEM is often related to paid search, where companies pay to have their ads displayed at the top of the results page. When your ads appear in these optimal, conspicuous locations, your business can have an edge over your competition. 

Furthermore, most internet users only click on the first results, which gives these premium ad spots a visual advantage to grab the attention of your future customers.

Paid search ads are often distinguished by the “advertisement” symbol in front of the URL. Ads can also appear as listings of product images that lead to more information about product purchases related to the search term entered. The brand is then charged when the consumer clicks on the ad, also known as pay-per-click (PPC) marketing.

A well-dressed woman sits cross-legged on the couch and smiles as she uses her Microsoft tablet. 

How Does Search Engine Marketing Work?

Customers Contact You

With SEM, you can set up your ads so people have the option to call you, visit your website, or drive by your doorstep.

PPC Terms And SEM Terms

Learn the definitions of some of the most commonly used terms in Search Engine Marketing (SEM), also known as paid search advertising and pay-per-click (PPC), with this useful glossary. If you want, learn more about SEM and how to achieve your business goals with Microsoft Advertising.


The group of potential customers that you are most interested in and are trying to reach with your SEM ads.


Similar to bid, this is how much you’re willing to pay for a click on your ad. This is usually a “no excess” amount, so the actual cost can be much lower than your bid. Click:

The action was taken by the potential customers when they select a link in your ad, such as through a click or a touch screen. The link clicked can take the person to your website, or app store page, trigger a phone call from a mobile device, or show directions to your location.

Click-Through Rate (CTR):

The percentage of people who clicked on the ad on the search results page. Measuring CTR is a common indication of an ad or keyword’s performance.


The desired action a person takes after clicking on your ad. Conversions are typically defined as purchases, event registrations, phone calls, store visits, and newsletter subscriptions.


In pay-per-click advertising, this is the amount an advertiser pays for the ad that was clicked. You control costs by setting budget limits and choosing a select group of people to “target” your ads.

Cost-Per-Acquisition (CPA):

The calculation of the total cost spent is divided by the number of conversions the advertiser receives, such as new customers or purchases made.

Cost Per Click (CPC):

The price an advertiser pays for an ad click from a potential customer. Advertisers watch this number carefully when assessing the effectiveness of their ads.


In PPC advertising, the number of times the ad appeared as a result of a search engine search.


The words or expressions that potential customers use in search engines are the same expressions that advertisers rely on to carry out their advertising campaigns. When the user’s keyword matches the ad campaign’s keyword, the ad will be triggered to show.

Landing Page:

The page on your website where people go after clicking on your ad. Optimization:

The process of improving an ad’s performance by adjusting certain aspects of a campaign. Some examples of optimization might include changing bids, changing keywords, and adding targeting.

Pay Per Click (PPC):

Also known as pay-per-click advertising, the term is synonymous with SEM and paid search. It describes the payment method for this type of advertisement.

Search Engine Marketing (SEM):

The search engine advertising process includes bidding on keywords so that your ad appears on the first page of search results. 

Search Engine Optimization (SEO):

Tactics and strategies used to improve a page’s position in the organic “organic” area of ​​a search engine results page.


A way for advertisers to target their SEM campaigns to a small possible audience. Targeting works like a set of filters to make your ads appear based on geography, time, age, gender, or device.


This address is often referred to as a website address, such as https://thebusinesswitness.com/.