SEM is the abbreviation of an English epigraph, Search Engine Marketing. It is an online marketing system that aims to promote websites through increased visibility in search engines on their results pages. The primary mission of SEM positioning is to attract new customers and generate quality traffic to the web. It is based on a pay-per-click positioning by inserting sponsored ads in the main Internet search engines, paying only when the user clicks on an ad and lands on the client's website. Currently, Google Adwords is the reference platform for SEM marketing campaigns.

A keyword is the term or set of terms used by users when they search the search engines (Google, Bing, Yahoo, etc). With this basic definition, you can already get an idea of the extraordinary importance they have. In fact, the vast majority of visits on the Internet pages are made through them, since there are very few users who, today, type in the URL directly. Hence, if you want to achieve a good organic positioning of a web page, blog or post, it is absolutely necessary to select the correct keywords and use them appropriately in the content.

Remarketing is a feature that allows you to create personalized ads for users who previously visited a website. Remarketing can generate advertisements specifically designed for users who previously visited a specific website. That is, if a user has visited a site and has not made a conversion in it (for example, has not completed the purchase process, or has not even begun it), there is the possibility of returning to that user to offer again the product you were interested in, or another similar one. Remarketing is a solution that is found within Google Adwords, and is the most oriented to the return on investment (ROI).

Google Merchant Center is a tool that helps you upload your store and product data to Google to make them available to Google ads and other Google services, such as Google Shopping.