{"id":21496,"date":"2020-01-29T16:40:01","date_gmt":"2020-01-29T16:40:01","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/sem"},"modified":"2026-09-24T12:30:16","modified_gmt":"2026-09-24T12:30:16","slug":"sem","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/sem","title":{"rendered":"SEM"},"content":{"rendered":"

\"SEM\"<\/p>\n

Definition:<\/strong><\/p>\n

SEM<\/strong>, an abbreviation of Search Engine Marketing, covers activities intended to gain visibility in search engines. In its broad historical sense, it includes both organic optimisation and advertising, but current professional usage often refers specifically to paid search advertising. Because both meanings remain in use, the intended scope needs to be clear.<\/p>\n\n

Scope of the term SEM<\/h2>\n

The broad interpretation treats SEM as marketing through search engines and includes two routes: SEO<\/a>, which concerns organic results, and search engine advertising or SEA<\/a>. This meaning reflects the origin of the expression Search Engine Marketing.<\/p>\n

Agencies, advertising platforms and marketing teams frequently use SEM as a practical synonym for paid search. Under this meaning, a campaign attempts to display ads for relevant queries and direct the user to a destination that matches their intent. The sections on campaigns, auctions and measurement use this current meaning without denying the broader interpretation.<\/p>\n

How paid search works<\/h2>\n

When a person submits a query, the search engine determines whether eligible ads are available. The usual process has several stages:<\/p>\n

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  1. Activation:<\/strong> Keywords, targeting and campaign settings determine which ads may be considered for display.<\/li>\n
  2. Auction:<\/strong> Platforms such as Google Ads<\/a> or Microsoft Advertising compare eligible ads in real time.<\/li>\n
  3. Ranking:<\/strong> Position depends on factors including the bid, ad quality and relevance, search context and the expected effect of ad assets.<\/li>\n
  4. Interaction:<\/strong> Depending on its format and configuration, an ad may produce an impression, click, call or another measurable action.<\/li>\n<\/ol>\n

    Winning an auction is not simply a matter of submitting the highest bid. The relationship between query, ad and landing page influences eligibility, position and cost. Campaigns do not all use the same charging method either: cost per click is common, but bidding strategies may focus on impressions, conversions or value.<\/p>\n

    Elements of an SEM campaign<\/h2>\n

    A campaign combines decisions about coverage, message, investment and measurement. Its main components are:<\/p>\n