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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 9

Search Engine Marketing (SEM)

Search engine marketing (SEM) refers to placing advertisements on search engines like Google, where online marketers spend over $100 million each day on Google’s AdWords platform. Sometimes the term may include search engine optimization (SEO), which is a channel we cover in chapter 12. In this chapter we just focus on paid search.

Paid search advertising (also known as pay-per-click, or just PPC) involves buying ads for keyword searches. For example, when someone searches for “leather shoes,” a shoe company would bid to show advertisements next to or above the links that organically show up. It’s called pay-per-click because the shoe company only pays when a user clicks on an ad.

SEM works well for companies ...

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