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What is Search Engine Marketing (SEM)

There are over 9 billion searches that take place every day on various search engines, with around 8 billion only on Google. We are living in the era of instant gratification & search engines play a major role in providing the internet users with the required information being searched for, in a matter of micro mill seconds. From the advertiser’s perspective, being displayed in these search results is a great opportunity to showcase their products/services to the relevant individuals, who are specifically searching for the similar products/services.

Search Engine Optimization (SEO) no doubt helps brands in being displayed organically in the search results, but this process is long drawn and can take months before the results start showing. Contrary to SEO, Search Engine Marketing (SEM) which is paid form of advertising, helps the brands in giving an instant push to their campaigns for immediate results. SEM over the years has proved to be one of the most effective ways of increasing brand visibility, improving ranking on search engines & driving relevant traffic to the brands website / mobile app.

Search Engine Marketing encompasses certain tools, processes, techniques & strategies which are used towards optimizing the paid search advertising, in order to appear at the top of the search results. Google Ads is the most commonly used platform when it comes to search marketing due to the sheer number of searches taking place daily on Google search platform. The other search platforms which are also used in SEM include Bing, Yahoo & Baidu. There are various terms which the advertiser needs to be aware of in Search Engine Marketing, including keywords, campaign, Ad groups, Text Ads, Landing page, Impressions, Clicks, CTR, Quality score, etc. It is important to have an expert who can not just setup the campaigns for search, but also optimize them on a regular basis for better ROIs.

How does SEM add value to the Advertiser?

  • Visibility: By appearing at the top of the search results i.e SERP (Search Engine Result Page), the visibility of the brand increases.

  • Relevant Traffic: Since the Advertiser Ads would be listed based on the searched keywords, there are high chances of the user clicking on the Ad due to its relevancy.

  • Increased ROI: If the users who click on the Ads are the ones who are searching for the similar product/services at that moment, the conversion rate increases due to the relevancy.

  • Measure & Optimize: As the results are measurable against every dollar spent, the advertiser gets the opportunity to optimize the campaign on the fly & improve the efficiency & ultimately the ROI.


We hope this article helps you in getting some idea on Search Engine Marketing. With the business dynamics changing rapidly in today’s world, every business, be it small or big needs to have an online presence and be a part of the global digitization. A start-up, SME running a brick & mortar business or an entity with established footprints in the online domain, all need to survive in this cut-throat competitive business world. It is apparent that we look at new strategies & ideas on how we can use the power of the Online World. Ceresphere Consulting focuses on setting this stage for your online presence & more importantly on the growth of your business digitally. Contact us for assistance in the Digital space.


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