Ans. Search engine marketing also popular as search marketing is a type of internet marketing in which the marketing of the website is done by the brand by increasing its visibility on the search engine result pages (SERP) on different search engines through advertisements that are in the paid form. This type of marketing helps in attracting more customers which increases the online traffic that can be organic or paid. Keywords play a very crucial as well as an important role in the search engine marketing. Keywords are the terms that are used by the users to find the content or information on a search engine. The keywords are the very essential component of search engine marketing and the brand must decide the keyword of the website very cautiously. The keywords can be made using different tools available online like keyword planner which suggests the term which is most often used by the user in order to find out the particular thing over the internet. The other important element of search engine marketing is ad copies. These are the ads that are displayed on a different search engine and have relevant information about the brand. If the user likes the ad then he or she may click the ad and he will be directed to the landing page of the website where he can be converted into customers with the help of content that is available on the page and also product offerings are made to him or her in order to persuade them to make the buying decision. It is very important for the brand to attract the customer towards the brand through ad copies.