1. Focus on Quality Content: Creating and publishing quality content is one of the most important tips and tricks for successful SEM. Quality content will not only help you to attract and engage potential customers, but it will also help to improve your search engine rankings.

2. Utilize Ad Extensions: Ad extensions can be used to add additional information to your ads, such as location, phone number, and product details. This can help to make your ads more visible and clickable, resulting in more leads and conversions.

3. Use Negative Keywords: Negative keywords can be used to prevent your ads from being triggered by certain search queries. This helps to ensure that your ads are only shown to relevant users, which can help to improve your click-through rate and reduce your costs.

4. Track Your Results: Tracking your results is essential for successful SEM. Monitor your campaigns regularly to identify areas of improvement and optimize your campaigns for better performance.

5. Conduct A/B Tests: A/B testing can be used to compare different versions of your ads and determine which one performs better. This can help you to identify the most effective ad copy and optimize your campaigns for higher conversions.