Search Engine marketing

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SEARCH ENGINE MARKETING

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.

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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:

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