We all know people use search engines — a ton. Google is commonly used as a verb and “just Google it” has become the easiest way to find about anything. Search Engine Marketing (PPC) is beautiful because it is highly qualified traffic based upon users actively searching for YOU or your product/service category.

Active vs passive. This is the major difference between SEM and online display advertising. And, because you only pay if someone clicks on your ad and goes to your website, you don’t pay for waste.