2. Blog
  3. (SEM)Beginners Guide to Search Engine Marketing  

(SEM)Beginners Guide to Search Engine Marketing  

Kalinga Digital Marketing Devision

When it comes to digital marketing there are lots of marketing terms. Sometimes it’s confusing.

The other day when we had an initial meeting with a customer who was interested in SEO for his website. But at one point in the meeting, we understood that our client is confused about search engine marketing (SEM) and search engine optimization(SEO). So we clarified the difference between SEO vs SEM.

To those who are new to digital marketing, it is a common thing to mistake.

So in this article, we decided to talk about Search Engine Marketing(SEM).

If you want to know about Search Engine Optimization (SEO), read our Learn the Basics series 4th article “Everything You Need to Know About SEO | Beginners Guide to SEO”.

What is Search Engine Marketing (SEM) 

SEM can be defined as appearing on the search result page (SERP) by creating paid advertising campaigns. Some marketers say SEO also is a part of search engine marketing. But there are other different definitions and opinions about what SEM is? 

Search Engine Result Page or SERP is the page that shows the relevant information to users when they search keywords.

The main objective of investing in a website is to rank your website at the top of the search engine results page (SERP) when a customer is searching for a product or service which relates to your business.

Search engines are operating based on keywords. When someone types a keyword and searches it, search engines will display the most relevant information. As marketers, we can target these specific keywords to show our website in the search results.

Popular Search Engine Marketing platforms

Are there any other search engine platforms other than Google?

Well, this is one of the most common questions that anyone might have when it comes to SEM. When it comes to SEM, everyone talks about google ads.

But there are other search engines that offer SEM. Although they have a less market share compared to Google, as advertisers we can also use them to target our potential customers.

For example, if we want to target people who live in china, we must go with “Baidu Tuigang”.

So the popularity can be varied depending on the demographics.

The following are the most popular search engine platforms based on their marketing platforms.

  • Google – 91.67%
  • Bing – 2.74%
  • Baidu – 1.91%
  • Yahoo – 1.5%
  • YANDEX – 0.95%
  • DuckDuckGo – 0.6%

Source: https://gs.statcounter.com/search-engine-market-share


There are two ways to get a higher ranking in the SERP. one is Search Engine Optimization, which is more organic.

The second is Search Engine Marketing. Which is paid advertising.

At CyberBridge what we advise is to use both SEO and SEM to get the highest rank on the SERP. As marketers, our main objective is to get our information onto the first search result page when the relevant keyword is being searched.

So to achieve that we need to optimize our website and also create our paid advertising campaigns based on the relevant keywords.


There are over 1.7 billion websites that exist as of March according to “websitesetup.org”.

So there are many customers When your potential customers search your products and services on search engines

Creating paid ad campaigns to appear on this search engine results page can be defined as Search Engine Marketing (SEM).

Optimizing your website and creating ad campaigns will help you to appear on both paid and search results. As marketers, we should learn how to find the balance between SEO & SEM.

As a business owner, it’s important to take professional advice when you are investing in digital marketing campaigns. At CyberBridge our experts will help you in implementing SEO and SEM strategies.

Do you have any experience in SEM or SEO? Leave a comment below and let us know. Contact us if you need any assistance with paid advertising campaigns.

See you in the next article. Until then good luck.