What is Paid Search Marketing?

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Paid Search Marketing allows businesses to advertise on sponsored listings of search engines or partner sites. This is achieved through paying sites by pay per click advertising

Pay per click advertising (PPC) is a form of internet marketing where advertisers can pay a fee to a host site each time their ad is clicked. This form of advertising is also known as Search Engine Marketing (SEM) because they are both paid marketing avenues.

How is Search Engine Marketing related to Paid Search?

Search Engine Marketing (SEM) covers both Search Engine Optimization (SEO) and Pay-Per-Click (PPC). SEO is a form of gaining traffic through unpaid or free listings. Alternatively, PPC is achieved through paid advertisements. 

What is the difference between Search Engine Optimization (SEO) versus Search Engine Marketing (SEM)?

SEM is a digital marketing strategy that promotes websites through increased visibility by using paid advertising. Whereas SEO is a more organic approach achieved through improving the quality and quantity of website traffic to a website from search engines. Different from paid search advertising, SEO utilities unpaid traffic to direct users to the site. 

What are some SEM and SEO platforms?

SEM platforms include:

Google Ads

Google Ads is one of the most popular search engine marketing platforms due to its large market coverage. It has become the highest trafficked search engine due to its large database as well as easy initiation. Small businesses should use Google Ads because of its easy set up, starting with just a simple Google account. Additionally, your account only requires a minimum budget of $10 per day. 

Using google ads analytics for search engine optimization

Wordstream is an effective tool that spots duplicates for campaigns, ad groups, and accounts. It also allows you to find keywords to improve based on an increase or decrease of bids. Your small business should care about spotting duplicates in the database so you can avoid highly impacted keywords. Rather than creating campaigns that already have a lot of traction from other competitors, your small business can optimize new keywords that don’t have as much attention to rank. 


SEMRush not only provides SEM tools, but also SEO recommendations based on past results of your campaigns. This tool is helpful for your small business because it looks at what competitors use and creates suggestions to outrank them. 

SEO platforms include:

Answer the Public

Answer the Public pulls frequently searched questions from Google’s autocomplete results and suggests them in an image called a search cloud. It is effective for users to gather keywords that may improve the copy on your landing page or help your content strategy. 

Google Keyword Planner

Google Keyword Planner is Google’s own keyword research tool. It breaks down keywords based off of average monthly searches, competition, and more. This is helpful for your small business to find keywords specialized to your business to outrank other companies in your industry. 

Google Trends

Google Trends displays the popularity of topics over time. This is useful for capitalizing on the trending topics so you always create topics with high search volumes.