Build PPC Keyword Lists Around Intent, Not Volume
A useful PPC keyword list balances intent, cost and fit. Gather terms from several sources, remove waste, match ad groups and keep pruning from conversion data.
SEM
Sem is search engine marketing.
Paid Search: When Speed Is Worth Paying For
Paid search provides immediate visibility for launches, tests and time-sensitive offers. Use it alongside organic SEO so traffic does not disappear when ad spend stops.