01 Einführung in Adwords

### Summary: The text provides an overview of Google AdWords and its role in search engine marketing (SEM) and online advertising. It distinguishes between organic search results and paid ads, explaining how both types are displayed and ranked. The text elaborates on the concepts of search engine optimization (SEO) and search engine marketing (SEM), with a focus on the workings of AdWords, the creation of an account, and the necessity of selecting relevant keywords. It also discusses the online advertising landscape beyond SEM, highlighting options available through the Google Display Network, various ad formats, and targeting capabilities. Additionally, it outlines two advertising objectives: Direct-Response, which seeks immediate user actions (conversions), and Branding, aimed at increasing visibility and awareness of a brand. ### Important Keywords: – Google AdWords – Search Engine Marketing (SEM) – Organic Results – Paid Ads – Search Engine Optimization (SEO) – Keywords – Pay-per-Click (PPC) – Cost-per-1000-Impressions (CPM) – Google Display Network – Ad Formats – Targeting Options – Direct-Response – Branding – Conversion – Cost-per-Acquisition (CPA)