These two types of SEM have quite a bit in common, such as:
– Your website. Both depends on you having a strong and optimized website in order to “convert” potential clicks from the search engine result page (SERP) into actual businesses.
– Keywords. A strong and relevant keyword bank needs to be developed in order to improve your ranking and obtain a higher cost-effectiveness.
– Search Engines. Both types of SEM revolve around the search engine platform. Hence, they both have to play by the rules as set forth by these search engines (namely Google).