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TIP #1: Find the right mix for SEM

Paid Search Engine Marketing (SEM), is one of many pieces in your marketing mix. SEM has some great benefits: extremely trackable and with instant results, but also some drawback, mainly that it can be quite costly if a very large portion of your sales rely on it.

TIP #5: Segment and then segment some more

In Google’s AdWords control panel you can segment your ads into very granular “AdGroups”. This is key for understanding which ads and keywords drive traffic to your site. Set up distinct AdGroups for different type of inventory, demographics, seasons etc. The more you segment, the more you will know about what works and what doesn’t.