1. Identify Your Target Audience: Before you can begin to use SEM to increase conversions, you need to identify your target audience. You need to know who you are targeting and what their needs are so you can create campaigns that will be effective.

2. Set Goals: Once you have identified your target audience, you need to set goals for your SEM campaigns. What are you hoping to achieve? How many conversions do you want to see? Setting goals will help you measure the success of your campaigns.

3. Optimize Landing Pages: Make sure your landing pages are optimized for conversions. This includes having a clear call to action, using effective visuals, and making sure the page loads quickly.

4. Use Ad Extensions: Ad extensions are a great way to increase conversions. These extensions allow you to add additional information to your ads, such as location, phone numbers, and links to specific pages on your website.

5. Test and Measure: Once your campaigns are running, you need to test and measure their performance. Make sure you are tracking the right metrics and adjusting your campaigns as needed.

By following these steps, you can use SEM to increase conversions and drive more traffic to your website.