SEM
(Search Engine Marketing) is the process of gaining website traffic by
purchasing ads on search engines.
Related
SEM Synonyms & Acronyms
“Search Engine Marketing” was once was used as an
umbrella term to encompass both SEO (search engine optimization) and paid
search activities. Over time, the industry has adopted the SEM acronym to refer
solely to paid search.
At Search Engine Land, we generally use SEM and/or
“Paid Search” to refer to paid listings, with the longer term of search
marketing used to encompass both SEO and SEM. Below are some of the most common
terms also used to refer to SEM activities:
Paid
search ads
Paid
search advertising
PPC
(pay-per-click) *
PPC (pay-per-call) – some ads, particularly those
served to mobile search users, may be charged by the number of clicks that
resulted in a direct call from a smartphone.
CPC
(cost-per-click) *
CPM
(cost-per-thousand impressions) *
Most search ads are sold on a CPC / PPC basis, but
some advertising options may also be sold on a CPM basis.
SEM
For Beginners
Google AdWords is by many measures the most
popular paid search platform used by search marketers, followed by Bing Ads,
which also serves a significant portion of ads on Yahoo.
Beyond that, there are a number of “2nd tier PPC
platforms” as well as PPC advertising options on the major social networks.
In addition to covering general paid search
trends, you can find the most recent news about SEM and helpful tips to get
started with PPC ads on the major search marketing platforms below:
Google:
AdWords
Bing
Ads
Yahoo:
Search Ads
Each platform offers its own getting started
guides and helpful tutorials. Another beginner resource is Google’sInsider’s Guide To AdWords (PDF). Since the guide was last updated in
2008, the Google AdWords UI (user interface) has changed, along with several
features, but the guide may still offer a useful introduction.
In 2014, Google AdWords released a new video about
how AdWords PPC auctions work:
Pay
Per Click Advertising Tips & Tactics
On Search Engine Land, we provide paid search
advertising information and news in a variety of ways:
·
All PPC News & Articles includes verified product features and
announcements from the major search advertising platforms covered by our
editorial staff, plus expert analysis and real-world advice from our
contributor network.
· How To: Paid Search is our section that is
devoted to practical tips and tactics about paid search ads.
Search
Ads Archives: This area of Search Engine Land
provides a collection of all stories we’ve written on the topic of paid search.
There, you’ll find additional sub-categories for special topics in paid search
marketing including:
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