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What are the essentials of SEM?

Search engine marketing is the practice of marketing a business using paid advertisements. Advertisers bid on keywords that Google and Bing users might enter when looking for certain products or services, which gives the advertiser the opportunity...

There are many essentials in the Search Engine Marketing ---
1. keyword research
2. Choose the purpose to make your champaign
3. Set the daily budget and bidding
You can also read this blog
quora.com/What-are-the-essentials-of-SEM

Search engine marketing is the practice of marketing a business using paid advertisements. Advertisers bid on keywords that Google and Bing users might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries. However, the enlisted elements form the core of SEM.

    Search Engine Optimization (SEO)
    Web Content Writing.
    Blog Writing Services.
    Online Reputation Management.
    Social Media Marketing.
    Pay Per Click (PPC) Advertising.

Keyword Research
Choosing the right Location
Ad copies
Extensions

Cost per impression (CPI). ...
Cost per click (CPC). ...
Cost per action (CPA). ...
Keyword research and budget forecasting. ...
Campaign setup and ad copywriting. ...
Tracking and performance reporting.