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Search Engine Marketing(SEM) is a strategy using paid campaign to gain visibility on the search engines. It is also known as PPC (pay-per-click). They target select keywords so that when a user searches for those terms, they see an ad from the brand. With SEM, brands pay for ads to appear as search results on search engine results pages.
The most common SEM platforms are Google and Bing. When you set up an SEM campaign, you choose the keywords you want to target and/or avoid. There are four types of keywords, which are Broad match keywords, Phrase match keywords, Exact match keywords and Negative keywords. You can target your audience by Location, Ad schedule, Demographic and Device targeting.

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