Marketing
What is SEM (Search Engine Marketing)?
SEM is paid acquisition on search engines (Google Ads, Bing Ads) via keyword auctions — complementing or replacing the organic traffic from SEO.
SEM charges per click (CPC) or per thousand impressions (CPM). Price is set by auction: more competition on a keyword, more expensive the click.
It is the most predictable channel to scale: invest R$ X, know how much traffic comes. But it stops generating the minute you stop investing — unlike SEO, which is a long-term asset.
Frequently asked questions
Does SEM replace SEO?
No. SEM delivers immediate traffic; SEO builds authority that reduces future dependence on paid media.
What CPC is "good"?
Depends on ticket size: high CPC is fine if each conversion pays much. Target CPA/LTV ratio, not CPC alone.