What is Search Engine Marketing
Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. Unlike SEO, which focuses on organic rankings, SEM uses platforms like Google Ads to display sponsored listings for targeted keywords.
Why it matters in SaaS:
For SaaS companies, SEM can be a fast way to drive traffic, capture high-intent leads, and test keyword-market fit before investing heavily in organic SEO.
Common SEM Components:
Google Search Ads (text-based)
Display Ads (visual)
Retargeting Ads
Ad extensions (site links, callouts)
Related Terms:
PPC, SEO, CAC, Landing Page Optimization
Q1: Is SEM the same as PPC?
A: PPC (Pay-Per-Click) is a type of SEM. All PPC is SEM, but SEM may also include broader strategies like display ads and retargeting.
Q2: When should SaaS startups use SEM?
A: When you're validating messaging, launching new features, or need fast lead generation while organic SEO ramps up.
Explore our GTM strategy framework to see how SEM fits into your SaaS launch plan.