We can’t talk about paid promotion without discussing one of the most popular forms of online advertising: paid search. Often referred to as SEM (search engine marketing), paid search advertising is made up of text ads found at the top and on the right side of a search engine results page. All search engines have paid search programs, but Google AdWords and Bing Ads are the most popular.
So, why is paid search such a valuable marketing tool? Because you are putting yourself in front of a person at the exact time they have indicated their interest in your product or service. It’s also completely accessible – you can get started with an investment of just a few hundred dollars.