Search engine marketing has developed significantly with popularization of the internet, and today it is considered on of the most important areas of digital marketing. Search engines are part of almost everyone’s everyday life, there-fore it offers tremendous opportunities for companies. This thesis examines the search engine marketing, especially from the perspective of large companies, because previous research is very limited. Thesis explores search engine marketing and its basic functions, for example search engine optimization and search engine advertising. These functions and benefits that come with them are explored from the perspective of large companies’ characteristic, in addition the ways in which large companies should take advantage of search engine marketing. Biggest benefits are finding potential customers and the quality of the customers. With search engine marketing large companies can find customers, that are already part of the purchasing process, which again in-creases the probability buying behavior. In addition, other found benefits are increased brand visibility and cost efficiency. In utilizing search engine marketing, large companies should especially pay attention to careful implementation, and the importance of search engine marketing should not be underestimated. In addition to that, for large companies it is profitable to execute long optimization processes, by using company’s internal resources.