Search engine Marketing attempts to improve ranking for relevant keywords in search results by improving a web site's structure and content Pay per click advertising uses sponsored search engine listings to drive traffic to a web site.
In Internet marketing, search engine marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs).
Pay per click advertising with search engines is known by different names. It is also called sponsored search and search engine advertising. The most popular programs are offered by Google Adword, Yahoo! Search Marketing, FaceBook Ads and Microsoft adCenter.
Some offer PPC (Pay Per Click), where the advertiser is only charged when a user clicks on the ad, also known as Cost per Click (CPC). Others use PPM (Pay Per Impressions) some others call it Cost per Impression (CPM) model where advertisers are charged for impressions. Ads can take many forms, including text, banner ads, video ads, map ads, and even audio ads.
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