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SEM stands for Search Engine Marketing. SEM includes SERM (Search Engine Reputation Management) SEO (Search Engine Optimisation) and PPC Advertising (Pay-Per-Click Advertising including ads on Google Ads, Yahoo and Bing).
Google Ads is just one component of SEM, and Google is just one search engine.
The term SEM has become synonymous with advertising in recent times however, and depending on the context it may be used to describe solely paid marketing campaigns.
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