SEM, or search engine marketing, is often considered the search marketing part that uses PAID tactics to make SERPs visible. A paid SEM strategy includes both the activities involved in setting up and optimizing advertisements and setting up a budget that pays for ad placement. This strategy is often referred to as marketing with paid search or pay-per-click (PPC).
The most commonly used search provider for this strategy is Google Ads (formerly Google Adwords). With this tactic, brands conduct keyword research and create campaigns for their industry, products, or services that target the best keywords. When searching for these keywords, users will see the custom ads at the top or bottom of SERPs. Every time a user clicks on the ad, the brand is charged.
For more SEM tips and basic strategies, check out our posts on our blog.