Search Engine Marketing (SEM) is the marketing strategy used to describe paid advertising campaigns on search engines and to encompass all marketing activities within search engines, regardless of whether they are paid. This type of marketing can be summarized as a set of ideas, tools, strategies, and technical aspects that optimize the visibility of websites through search engines. The main goal is to rank among the results of Google and other search engines precisely when users are searching for specific keywords. Google search results display two types of results: organic and natural. To display these, an algorithm determines which websites best answer a specific query. Google\'s algorithm is based on website content and links from other pages. Paid results are displayed in the top right-hand column. Advertisers pay a certain amount for each click they receive. To generate traffic, advertising systems like Google Ads are necessary. This system is also called pay-per-click (PPC) or cost-per-click (CPC). In practice, SEM refers to search engine advertising, that is, paid search results; it\'s best to use SEM as a synonym for \"search engine advertising\".