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SEM / PPC Knowledge Base

Search Engine Marketing (SEM) or Pay Per Click (PPC) are used interchangeably to describe the discipline of paid online advertising. SEO is the flip side to this coin, commonly referred to as organic (or non-paid search).

This is expressed most typically as buying ‘clicks’ (or traffic) from Google, hence PPC (Pay Per Click) or SEM (Search Engine Marketing) or Paid Search, as opposed to Organic Search. Although there are many ways to buy traffic, most commonly people buy Clicks from Google’s Search network.

In this section of our knowledge base we look at paid advertising as a topic and dive into the many channels, platforms, concepts and specific components. Much of this section of our knowledge base is yet to be uploaded, so please bear with us.

As always, if you feel that we are missing some information and you would like to write for us, please contact for more information.


Raptor offer a range of PPC services such as PPC audits, keyword research, training and account management.
To find out more, please click the link below.