Your Web site is up and running, so how can you make yourself more visible to a more targeted audience? You can try using search engine marketing (SEM), or pay-per-click advertising. SEM is a paid service. It allows you to place online ads near top search results. With SEM, you are required to pay whenever your ad is clicked. For that reason, choosing the right keywords is vital. If your keywords are too broad, you’ll end up paying for clicks that don’t result in transactions. If your keywords are too specific, you may not receive any clicks at all.