This module provides a foundational understanding of digital advertising, covering core concepts, key terms, and buying models. You will explore campaign optimization techniques, search engine marketing (SEM), keyword research, bidding strategies, and ad grouping. The module also covers planning and setting up search campaigns on Google, including creating search ads and selecting the right marketing channels, buying models, and ad formats. Additionally, you will gain insights into search optimization techniques and data analysis methods to enhance campaign performance and maximize ROI.