Search engine marketing

Search engine marketing (SEM) uses paid advertisements to reach more customers on search engine results pages (SERPs). It helps company websites appear on SERP even if the companies don’t have the best organic search results.

Brands can sign up for SEM through providers like Google Ads and Bing Ads. But before that, they must enter into an ad auction where they bid on specific keywords. Once that’s done, SEM enables them to achieve a higher rank on the SERP. For example, if a user types a specific keyword like “email editor,” the SERP will display ads of brands that offer email editors, like Mailjet.