ABSTRACT
Search engine marketing (SEM) is a media placement tactic that promotes a client's website by increasing their visibility in search engine result pages (SERPs). SERPs provide paid placements from companies that have purchased keywords matching the users' needs. Search engines use proprietary algorithms to make these matches and are constantly updating and refining the algorithms to make the best matches. It is very important for media planners to constantly test and assess different keyword combinations in order to efficiently drive traffic. After the web browser was invented, search engines morphed into graphic interfaces. In the search engine marketing arena, the key player is Google, which accounts for about two-thirds of all online searches. The discipline of search engine marketing includes paid search results and organic search results. Organic searches, also known as search engine optimization (SEO), are often considered unpaid advertising. Local search marketing targets and shows ad listings based on the brand's physical location.
