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Literal PPC = pay-per-click, refers to ads that you only pay for when someone clicks on them.In that case, PPC and SEM are the same thing. These guides say SEM encompasses only paid search engine marketing activity. In that case, PPC is a facet of paid search.īut also, much like PPC, some guides use the terms interchangeably. SEM (search engine marketing) can refer to every tactic businesses use to rank on search engines, including ads, as well as organic search engine marketing like SEO. That depends on which definitions of the terms you’re using. What is the difference between PPC and SEM? Then your ad will be placed on that keyword’s Google search results page (if using Google Ads, Bing if using Microsoft Advertising, and so on)! Finally, you pay Google a fixed price when someone clicks on the ad. With a typical search PPC ad, you nominate a certain keyword. (Sometimes PLAs will show up on the right hand side of the search results page, too.) You can see both kinds of ads in the screenshot below. When you plug a search term into Google or Bing, you’ll typically see two kinds of ads: text ads, and ads that have pictures – also called shopping ads, or Product Listing Ads (PLAs). Remember: almost all paid search ads are PPC ads, but not all PPC ads are paid search ads. That’s where the confusion arises as strictly speaking, PPC ads can also show up on social media and in display advertising (e.g. If you find guides to PPC, they’re probably only going to talk about paid search. It’s become so common, in fact, that over the past few years PPC has basically come to mean ‘paid search’. “PPC” – meaning ads that the advertiser only pays for when people click them – is a very common model in paid search advertising. Basically, “paid search” refers to all ads that you can place on Search Engine Results Pages (SERPs) like results pages on Google, Bing and more. Often the terms are used interchangeably. Paid Search refers to all ads that you can place on Search Engine Results Pages (SERPs) like results pages on Google, Bing and more.