What Is SEM, PPC
& Paid Search Marketing?
Related
SEM Synonyms & Acronyms
"Search
engine marketing" was once used as an umbrella term to combine SEO (search
engine optimization) and paid search activity. Over time, the industry has
adopted the SEM acronym to refer only to paid search.
In
Search Engine Land, we typically use SEM, PPC, and / or “paid search” to refer
to paid lists with long-term search marketing to include both SEO and SEM.
Below are some common terms used to refer to SEM activities:
• Paid search ads
• Paid search advertising
o 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) *
o Most search ads are sold on a CPC / PPC
basis, but some advertising options may be sold on a CPM basis.
Google
Advertising is by far the most popular paid search platform used by search
marketers, followed by Microsoft Advertising Devertising, which also provides a
significant portion of advertising on Yahoo.
Beyond
that, there are many “2 national PPC platforms” as well as PPC advertising
options on many social networks.
In
addition to capturing general paid search trends, you can find the latest news
about SEM and useful tips to get started with PPC ads on the main search marketing
platforms below:
• Microsoft Advertising
• Yahoo Search Ads
Each
platform offers its own start-up guide and useful training. Another novice
resource is PPC's Periodic Tables of Search Engine Land, a comprehensive and
free resource to get you started.
Pay
Per Click Advertising Tips & Tactics
On
Search Engine Land, we provide paid search advertising information and news in
a variety of ways:
• All PPC news and articles include
features and announcements of verified product on the main search advertising
platform occupied by our editorial staff as well as expert analysis and
real-world advice from our affiliate network.
• How to: Paid Search is our section
dedicated to practical tips and tricks about paid search advertising.
Archive
of Search Ads: This area of Search Engine Land provides a collection of all
stories written on paid search topics. There, you'll find additional
sub-categories for specialized topics in paid search marketing, including:
• Search Ads: Behavioral Targeting
• Search Ads: Contextual
• Search Ads: Domaining
• Search Ads: General
• Search Ads: Mobile Search
• Search Ads: Pay Per Call
• Search Ads: Video
More
Search Marketing Resources
At
our sister editorial site Marketing Land, we cover related topics in digital
marketing, social and search-based advertising, including:
• Search Marketing (SEO & PPC)
• Search Retargeting & Site
Remarketing
• Display Advertising
• Mobile Marketing
• Paid Social Advertising
Our
parent company's research arm, Digital Marketing Depot, has a collection of PPC
/ Paid Search Presentations, available to anyone in demand, free of charge,
free of charge.
You
can also learn how to start advanced PPC technology at our Search Advice
Marketing Workshop and our Session Series Search Marketing Expo.
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