Search Engine Marketing
Search engine marketing (SEM) is a paid search results based on the keywords and its form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.
Example :- shown in the below pic
Few major tools which are used for Search Engine Marketing are following :-
DoubleClick Search (DS)
Google Adwords :- Google AdWords is an advertising service by Google for business agents who want to display ads on Google search and its advertising display network. The AdWords program enables businesses to set a budget for advertising and pay when people click the ads or see the ads or make a conversion action the ads. The ad service has many targeting methods to reach the ads for the right customers.
DoubleClick Search (DS) :- DoubleClick Search (DS) is a search management platform that helps agencies and marketers efficiently manage some of the largest search marketing campaigns, across different search engines which includes Google, Bing Ads, Baidu etc .With DS, you save time, reduce complexity, and have the ability to make better decisions and increase your Return on Investment (ROI) for search marketing.Without DS, you’d need to manage your ads and keywords on each search engine, and it would be much more difficult to analyze your ad/keyword performance across engines.
Note :- Doubleclick is used to display only on search engines results page where as google adwords is used to display ads both on search engine results and display Networks.