What is Search Engine Marketing?
Search engine marketing (SEM) is the use of paid ads to reach potential leads and customers on search engines such as Google, Bing, and Yahoo. More specifically, to reach them the moment they are searching for your service. It is also known as search engine advertising, paid search advertising, and pay-per-click (PPC) advertising.

Where Do Pay-Per-Click Ads Appear?
Pay-per-click ads appear in prime spots in search engine results page (SERP), across multiple devices (mobile, tablet, desktop, etc.). Prime spots vary depending upon the search engine, but typically are on top of and/or on the side of organic results. All PPC ads are labeled with an “ad” designation.

How Much Do Pay-Per-Click Ads Cost?
PPC ads cost the advertiser each time someone takes action on their ad, such as by clicking through to end up on a designated landing page, or clicking to call or to get directions. Cost-per-click varies by industry, geography, and competition, and will also vary regularly throughout a campaign.