Search engine marketing, in general terms, is using advertising to show up in search engines when someone searches for your targeted keywords. Unlike SEO, which depends heavily on Google’s algorithm, search engine marketing is highly customizable to your immediate business needs. Need to advertise in a new market? Show up on the first page immediately! Have a new line of business to market? Appear for those keywords from day one. Because you are paying for advertising, there is much more control over what search terms you show up for.
Another benefit to search marketing is the cost per click model. Popular search engines like Google and Bing allow you to pay per click (which is where the term PPC comes from). This means that you only pay when someone clicks on your ad. This can allow you to control costs effectively and avoid paying on an impression model.
Further enhancements to platforms like Google Ads and Bing Ads have made search marketing even more powerful. With added AI capabilities, these platforms can now offer advertisers the opportunity to show up in front of the right customers at the best time in their buying journey. This elevates search marketing to another level, and gives even more power to your advertising dollars.