Optimization of SEM includes bidding a high enough price for a site to be highly ranked,but not so high that the cost of buying the keywords is higher than their value as leads.

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This statement is true. SEM optimization involves finding the optimal bid for keywords that will result in a high rank for the site in search engine results pages, while also ensuring that the cost of acquiring leads through these keywords is lower than their value.

Optimization of SEM Includes Bidding a High Enough Price for a Site