1. SEM focuses on conversions
The primary goal of any campaign is to convert your target audience into new or returning customers. SEM is a vital conversion driver for any campaign. Because you can seek out audiences based on multiple attributes, you can target specific audiences to draw them lower into your sales funnel where conversion happens. Brand awareness is important top of the sales activity, but paid advertising gives you a more direct path to a transaction (the lower funnel) while searching for solutions to their need.