SEM stands for Search Engine Marketing. It is the practice of using paid advertising on search engines, such as Google and Bing, to promote a website or business and drive traffic to a website. SEM includes creating and running ads, such as pay-per-click (PPC) and cost-per- impression (CPM) ads, on search engine results pages (SERPs) in order to increase visibility and drive traffic to a website. These ads can appear at the top or bottom of SERPs and are typically labeled as "sponsored" or "ad". The goal of SEM is to increase visibility and drive more traffic to a website by placing ads in front of users who are searching for relevant keywords and phrases. SEM can be used to target specific audiences, increase brand awareness, and drive sales. One of the most popular SEM platforms is Google Ads, where you can create and run ads on Google's search engine and its advertising network, which includes other websites and apps. With Google Ads, you can create different types of ads, such as text, display, video, and shopping ads, and target them to specific audiences based on factors such as keywords, demographics, location, and interests. It's important to note that SEM requires ongoing management and optimization, as competition for ad space can be fierce and the cost of advertising can vary depending on the keywords and audience targeted. Additionally, it's important to track and analyze the performance of SEM campaigns to ensure that they are effective and cost-efficient.