When you search on Google for a specific service or product in an area, you have probably noticed a small green “Ad” label next to the topmost search results. This is known as a Paid or sponsored result. And this kind of marketing is called Search Engine Marketing (SEM), where companies pay for their ads to display in search engine results.
SEM is no rocket science. It is a self-serving model that anyone with a little common sense and understanding can do. But then why do some Companies seem to be using it more effectively than others?