Search Engine Marketing ads – in the majority of instances – are a subset of PPC ads. This subset of PPC ads are displayed in the search results in search engines like Google and Bing.
SEM ads are typically the most expensive of all the PPC ads and require a tight leash on budget campaign monitoring and budget spend. There are many caveats to SEM ads, however a significant upside as well. Like the saying goes, with higher risk comes higher reward. SEM ads have a high potential reward because of the user’s intent when clicking on the ad. These ads only appear after a Google or Bing user types in a relevant query, such as ‘lawyer Kansas’, ‘car accident lawyer’ or ‘divorce lawyer near me’.