Search engine marketing (SEM) services target consumers performing internet searches. With the understanding that many consumers rely on search engines to find information about products and services, SEM providers attempt to attract consumers with a number of different methods.
SEM is an important conversion driver for marketing campaigns of any type. The reason is that paid ads are commonly linked to conversion-focused landing pages or sales pages that move web traffic through the sales funnel. Organic results aren’t typically linked to landing pages, but paid ads are.