Search engine marketing is the act of using paid strategies to increase search visibility. The most effective way to make an impact through SEM is by using pay per click advertising.

In this type of advertising, advertisers pay a fee each time a user clicks on an ad. SEM generates revenue when people click on ads and visit a website in order to learn more about an offer or service. In this way, SEM provides the best results when the advertiser knows what they want their audience to do and can effectively target them by demographics and interests. The most effective way to measure SEM success is by looking at traffic, conversions and customer lifetime value.