{"id":1052,"count":23,"description":"Buying visibility sounds simple: choose an audience, set a bid, create an ad and launch the campaign. In practice, advertising platforms are making more and more decisions on our behalf.\r\n\r\nPaid search, automation, artificial intelligence and new advertising surfaces are changing the discipline. We focus on what marketers can still meaningfully optimize when algorithms increasingly control how campaigns are delivered.","link":"https:\/\/digital.hec.ca\/en\/blog\/category\/search-engine-marketing\/","name":"Search Engine Marketing","slug":"search-engine-marketing","taxonomy":"category","parent":0,"meta":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Search Engine Marketing Archives - Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital.hec.ca\/en\/blog\/category\/search-engine-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Search Engine Marketing Archives - Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digital.hec.ca\/en\/blog\/category\/search-engine-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital @ HEC Montr\u00e9al\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/09\/Cover.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"CollectionPage\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/category\\\/search-engine-marketing\\\/\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/category\\\/search-engine-marketing\\\/\",\"name\":\"Search Engine Marketing Archives - 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