Search Engine promoting (SEM) is a source of promoting activities through the web. SEM includes the promotion of internet sites by keeping up their visibility in Search Engine Results Pages basically through paid advertising. Search engine marketing may include Search Engine Optimization (SEO), which adjusts or rewrites the website feature and design to get higher ranking in search engine results pages and to enhance pay per click, PPC listings.
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| SEM increases the visibility of websites in SERPs. (Photo by William Iven) |
Pay per Click | PPC
Pay per Click conjointly recognized as price (Cost) Per Click (CPC), is a web advertising model used to direct traffic to the websites, within which the advertiser pays to a publisher once the ad is clicked. The publisher is usually a website owner or may be a network of websites. Pay per click is commonly linked to first-tier search engines such as Google AdWords and Microsoft Bing Ads etc.
The advertisers, usually, bid for keyword phrases on search engines which are relevant to their target market. Pay per click show the advertisements in the form of ‘Banner ads’ on websites with a relevant feature that have agreed to show ads and are typically not pay per click advertising. Now some social media networks like Facebook and Twitter have also approved PPC as one of their advertising models.
