Search Engine Marketing (SEM) is the process of making a website visible in search engine results pages for certain keywords through paid ads, paid inclusion, and contextual advertising. SEM focuses on the advertising programs offered by Google, Yahoo, and other popular search engines. The technique is to set up effective ad campaigns that provide maximum return on investment. This happens through an endless cycle of campaign launches, measurements, adjustments, and relaunch.
Search Engine Optimization (SEO) and SEM complement each other, as SEM might be able to target keywords that SEO cannot and vice versa. An effective online marketing department is capable of maximizing the ROI on its online marketing budget by investing wisely on both SEO and SEM.
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