SEM Campaign Set-up and Execution

With an understanding of how search campaigns are planned, we would cover the basics of setting up and executing a search campaign and also the key terminologies and concepts involved. As shared earlier, the top two search marketing programs in the world are run by Google and Microsoft, but since Google laid the foundation of a first-of-its-kind search auction model and still garners the largest share of any digital marketing channel by far, we would base our learning on the terminologies and models specific to Google AdWords program (as that would be most representative of how this particular channel works).