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Search Engine Marketing (SEM) - also known as Pay Per Click (PPC) or Google Adwords - is the digital marketing tactic of targeting individuals based on their search query and serving them ads in the immediate search results related to the keywords they searched for.
SEM ads are sometimes called “Google Adwords campaigns” because that’s the name Google - the megagiant owner of the biggest SEM software - has given SEM. It’s also commonly referred to as Pay Per Click (PPC) ads, because that’s how most SEM ads work. You only pay when someone actually clicks on your ad, not when someone sees your ad.
SEM ads are what most marketers consider the foundation of targeted advertising. It’s important to have SEM ads running as the first thing you do when starting to advertise digitally. But it’s also important to expand beyond there!
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