Search Engine Marketing (SEM), also known as search advertising, is the process of directing relevant traffic to your site from several web sites by means of paid advertising. A search engine marketing plan is a specific set of methods that a promoter uses to market his or her goods and/or services via search engines. It can also be described as the strategic use of web content and advertising media to increase visibility of websites in search results of major search engines like Google, MSN and Yahoo. The primary goal of SEM is to enhance brand awareness by generating traffic, increasing sales and enhancing profit margins for companies that utilize SEM techniques.