The aim of a search engine marketing campaign is to secure a share of the online business and making a profit on it.

Search Engine Marketing (SEM) is one of the marketing tools in the overall marketing strategy of the enterprise. With the growing importance of the Internet in the business world, whether it be business to consumer (B2C) or business to business (B2B) search engine marketing has increased in significance.

The elements of a search engine marketing campaign are

• Search Engine Optimisation (SEO)
• Pay Per Click (PPC) campaigns
• Complementary online marketing elements