This is the English language version of the video on search engine marketing, the use of Google AdWords, search engine optimization and marketing scorecards for measuring your online marketing initiatives, presented by marketing analyst Lars Grove Mortensen. The original Danish version of the video can be found here: www.youtube.com Find more information about marketing analyst Lars Grove Mortensen here: www.grove-mortensen.dk The internet can be the direct connection to potential customers, who are already searching for your product — and maybe you as their supplier. But that might be easier said than done. So in this video; marketing analyst Lars Grove Mortensen talks about how you make yourself visible on the internet and how you measure the success of your online marketing initiatives. The marketing analyst will cover the subjects: Search engine marketing (SEM), search engine optimization (SEO), the use of paid search results (ie Google AdWords), and last but not least; how you measure the effects of your online marketing initiatives – because having an online marketing plan is only half the job, you also want to measure the effects and continuously improve your online marketing campaigns and initiatives.