In short, SEM/PPC (pay-per-click) is buying targeted traffic on search engine result pages (SERP) through ads. It’s one of the most effective and fast ways to funnel traffic to a landing page or website. The entire model functions around keywords that trigger related ads for searching users.
We mainly focus on Google Ads, since Google has the largest search market share in a majority of countries, but we do also recommend ads on Bing and other search engines depending on your target audience and market.
There are also further forms of SEM such as display advertising, shopping campaigns or remarketing for example.