Paid Search Advertising (PPC), SEM
11 November 2014

Paid Search Advertising (PPC), SEM

“A lot of the Google inventions came from engineers just screwing around with ideas. And then management would see them, and we'd say, 'Boy, that's interesting. Let's add some more engineers.” (Eric Schmidt)


Search Engine Marketing (SEM) is a process which helps in dragging traffic to your website by means of paid ads on search engines. SEM is that term which specifically is used for paid searches whereas SEO is used for searches via Google which are NOT premium but are a source to generate revenue.

Pay per click is abbreviated as PPC. This is the amount paid by the advertisers to the owners of the website to make them accessible on their websites.

Paid Search Advertising and SEM are more or less similar. Paid Ads are a way to clash the unknown traffic over your site. This traffic gets attracted with the frequency of ads they encounter about your website or business.


Ad platforms

Majorly, there are 2 paid search platforms that are widely accepted and are prevalent. These 2 platforms are widely used by search marketers. These platforms are Google AdWords and Bing Ads which also constitute a part of Yahoo ads. Apart from these 2 platforms, many other minor platforms are also available. Subsequently, social media sites also have a partly district of PPC.

The ads proposed by the advertisers are first forwarded to search engines which run a number of auctions to sell these ads to the social media owners which are our publishers. The more ads are sold depending upon the keyword on which they are based. If the bids received for a particular keyword relative of the ad to be sold, the ad will be surely bought by any of the social media website owner.



Search Engine Marketing, Paid Search Advertising and Pay per click, aggregate together and propose an affiliate model that allows the user to see and visit the ads displayed on all those social media sites that have agreed on showing the ads. These ads have relevant content, comprising of specific targeted keywords relative to the market of the advertiser.



Search advertising activities can be measured via a number of metrics enlisted below:

·         CTR: Click through rates

·         CPM: Click per thousand viewers

·         CPA: Cost per action

·         TM : Total minutes


SEM, PPC and Paid Search Advertising when combined with sound SEO strategies, necessarily mammoth traffic will be directed towards your business. These tactics, mentioned above are capable of attracting customers and generate greater lead. The paid search platforms shouldn’t be overlooked and their worth should be emphasized and questioned upon by means of its efficiency.

“Google has placed its faith in data, while Apple worships the power of design. This dichotomy made the two companies complementary. Apple would ship the phones and computers, while Google would provide Maps, Search, YouTube, and other web tools that made the devices more useful.” (Ben Parr)

Contact us for more information and counselling over this and a number of variant blogs.