It is a type of digital marketing that relies on improving the visibility of a website or its ads on search engine results pages (SERPs). It aims to increase paid visits through search engine ads such as Google Ads.

Features:
- Specific targeting: Advertisers can target specific keywords to display ads in front of an audience searching for similar products or services.
- Budget control: Advertisers can control the amount they want to spend daily or throughout the campaign.
- Measurement and analysis: Advertisers can measure the performance of their campaigns through indicators such as click-through rate (CTR) and return on investment (ROI).
- Instant presence: Ads appear immediately after the campaign is activated, allowing visitors to quickly attract.

Benefits:
- Increased brand awareness: Ads appear at the top of search results, which increases brand visibility.
- Targeting the right audience: The audience can be determined based on keywords, geographic location, language, and other factors.
- Achieving quick results: Unlike search engine optimization (SEO), which takes time to achieve results, search engine marketing can achieve immediate results.
- Fine-tuned cost control: Budgets can be easily customized and adjusted, and ads can be adjusted to achieve the greatest return on investment.

Pros:
- Scalability: Campaigns can be quickly expanded or reduced according to goals.
- Targeting flexibility: Customers can be targeted based on their online behavior.
- Accurate performance measurement: Results can be accurately measured and campaigns can be adjusted based on data.

Cons:
- High cost: Sometimes, advertising costs can be high, especially in competitive sectors.
- Budget-dependent: Once the budget is over, ads stop showing.
- Audience fragmentation: Audiences may be exposed to a large amount of ads, which can lead to them being ignored or feeling overwhelmed by them.

Examples of companies using search engine marketing:

1. Amazon:
- Details: Amazon is one of the largest users of search engine marketing. The company relies heavily on Google Ads to increase sales on its platform by targeting customers who are searching for products similar to those on Amazon.

2. Apple:
- Details: Apple uses SEM to promote its products such as the iPhone and iPad. Their ads often appear at the top of search results when searching for electronics and related keywords.

3. Nike:
- Details: Nike relies on SEM to promote their shoes and sportswear. Their campaigns focus on targeting keywords related to sports, sneakers, and sports fashion.

4. Booking.com:
- Details: Booking.com is one of the largest travel and accommodation companies that relies on SEM to attract customers looking to book hotels and flights. The company invests heavily in Google Ads to appear in search results when searching for hotels and accommodations.

5. Uber:
- Details: Uber uses search engine marketing to target users searching for transportation services. Their ads aim to increase the number of downloads for their app and attract more new users.