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This guide offers valuable tips that can help search engine marketing (SEM) managers
improve their campaigns. SEM managers tend to find complexity interesting, and they
especially love the complexity of online marketing. But it’s also important not to forget to
look at marketing fundamentals. This guide introduces those fundamentals in a way that lets
SEM managers use them to their best advantage. As marketers, you will learn several
techniques or action items that you can implement immediately. Ideally, one or more of
these actions will make a significant difference to your marketing ROI.