1. Identify your target audience: Before you start using SEM, you need to identify your target audience. Who are they? What are their interests? What are their demographics? Knowing this information will help you create a more effective SEM strategy.

2. Research relevant keywords: Once you know who your target audience is, you need to research relevant keywords they might use to find your product or service. You can use keyword research tools like Google AdWords and Bing Ads to help you find the best keywords for your campaign.

3. Create relevant ads: Once you have identified your target audience and relevant keywords, you can create ads that will reach them. Make sure your ads are relevant to the keywords you are targeting and that they include a clear call-to-action.

4. Monitor your campaigns: Finally, you need to monitor your campaigns to ensure that they are performing as expected. By monitoring your campaigns, you can make adjustments as needed to ensure that your ads are reaching your target audience and that you are getting the best return on your investment.