Search Engine Marketing (SEM) combines elements of Search Engine Optimisation (SEO) along with ad campaign management. SEO deals with organic search results, by working on the keywords content on your website to improve your ranking in the major search engines. SEM focuses on using paid advertising to promote and drive traffic to your website. Campaigns can be run for example using Google Adwords or Facebook using pay-per-click (PPC) conversions to increase traffic.
Pay-per-click campaigns involve setting a daily budget and targetting traffic by paying for specific keywords to use in your ad. These ads then cost a set amount that is taken from your daily budget each time the ad is click on which in turn brings the person to your website. By using targetted keywords you can make sure your ad only appears to those potential customers interested in your product or service.
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