The tasks in search engine marketing are diverse. And they also differ depending on the maturity of a campaign. While keyword research and bid adjustments are the focus of a new campaign, later it is often the testing of text ads, campaign structures and landing pages (conversion optimization). Here is an overview of some of the most important tasks in search engine marketing: Campaign creation: The creation of ad groups, lists of search terms and text ads Keyword research: The more extensive the keyword list in a campaign, the more traffic it can bring to a website. But watch out: A list of negative keywords, i.e. negative search terms, should also be built up. Bid adjustments: Especially in the initial phase, it is important to find the right CPC (cost per click) for each search term in order to achieve a positive ROAS (return on ad spend). Competitor analysis: Various measures should be used to regularly research which search terms are used by competitors. Depending on the relevance, you can then test this in your own campaign.