CHAPTER CONTENT 1.Introduction 2.Search engines and marketing 3.Google AdWords 4.Google AdWords account 5.Google AdWords Account Structure 6.Keywords 7.Bidding and budget 8.Quality score 9.Creating campaigns and ads 10.Optimization of the campaign 11.Campaign tracking 12.Advertising with Bing / Yahoo network 13.SEO 14.SEM and Other Types of Marketing 15.Setting up SEM Strategy 16.Analysing the Efficiency of the SEM Strategy 17.Search Engine Marketing Glossary 18.Conclusion