Search Engine Marketing (SEM) is a digital marketing strategy used to increase a website’s visibility on search engine results pages through paid advertising. 

Businesses create ads that appear when users search for specific keywords related to their products or services. 

These ads typically appear at the top or bottom of search results on platforms like Google Ads and Microsoft Advertising.

SEM works on a pay-per-click (PPC) model, meaning advertisers only pay when someone clicks on their ad. This strategy allows businesses to target specific audiences, locations, devices, and search intents. By using keyword research, compelling ad copy, and optimized landing pages, companies can generate qualified traffic, leads, and sales. SEM is highly measurable, enabling marketers to track performance, adjust budgets, and improve campaign results efficiently.