Search Engine Marketing” was once used as an umbrella term to cover both SEO (search engine optimization) and paid search activities. Over time, the industry has adopted the SEM acronym to refer to paid search only.
In the Search Engine Tool, we apply for paid listings with longer term search marketing to cover both SEO and SEM, usually using SEM and / or the "Paid Search" method. Below are some of the most common terms used to refer to SEM activities:

  • Paid search ads
  • Paid search advertising
  • PPC (pay per click - pay per click)
  • PPC (pay per call) - especially some ads served to mobile call users may be charged based on the number of clicks that lead to a call directly from a smartphone
  • CPC (cost per click)
  • CPM (cost per thousand impressions - 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.

Google AdWords is the most popular paid search platform used by search marketers. This is followed by Bing Ads, which includes the majority of ads on Yahoo.

Beyond that, a number of “2. Progressive PPC platform ”and PPC advertising options are available.

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