Search Engine Marketing/PPC
Search engine marketing, or SEM, is a tool that companies use to grow their website traffic through paid online advertising. One of the most popular SEM methods is pay-per-click (PPC) links. Essentially, a company buys or “sponsors” a link that appears as an ad in search engine results when keywords related to their product or service are searched. Every time the ad is clicked, the company pays the search engine (or other third party host site) a small fee for the visitor — a literal “pay per click.”
Search engine marketing is effective because of its:
- Breadth in online tools and reach
- Cost-effectiveness in generating high visibility
- Adaptability to multiple markets and audiences
