When someone types a question or product into Google, they are telling the search engine exactly what they want. Search advertising lets your business appear at the top of those results at that very moment. In this article, traffic method number nine, we explain search advertising for beginners: how it works, how Google Shopping fits in, what content you need and the numbers to watch. Search advertising, often called SEM (search engine marketing), means paying to have your business appear at the top of traditional search engine results.