Search Engine Marketing refers to the “sponsored result” on the top or side of a search engine result page (SERP).You only pay when your ad is clicked. You can tailor your ads to appear when specific terms are entered, creating ads that are targeted to a particular audience.
SEM is flexible, visible and most importantly effective for many different organizations. They are also contextual advertisements- ads that appear when a person is searching for a particular keyword or term.
The largest platforms for utilizing SEM are Google Ad Words, Yahoo!, Microsoft adCenter and Search Marketing. SEM has a lot of features and tools that have been developed by advertisement platform creators for website admins. If you wish to enter the field of paid traffic, you need to consider all keywords associated with it, for example, geographic location, Click through Rates (CTR), Cost Per Click (CPC), promotion duplicate and numerous different elements.
PPC, or pay per click, is one of the significant techniques of SEM to drive in traffic. When a PPC campaign is launched you don’t have to wait for days to see the results, because they happen almost immediately.
When SEO vs. SEM are compared, with SEO you are at the mercy of search engine algorithms and updates, PPC, a feature of SEM gives you more control. It works quickly and brings in a lot of traffic that not just increases visibility, but allows you to customize your ads on the basis of geographic location, time of day and your budget. However, it can be risky, if not used in an optimum manner, and without keeping a short-term and long-term plan in mind, because the moment you stop your PPC campaign, you may not get as many hits.