Search engine marketing (SEM) is an essential digital marketing strategy to increase the visibility of a website in search engine results pages (SERPs) and drive more traffic to the site.
However, if not done correctly, it can lead to wasted time, effort, and resources. This guide covers the dos and don’ts of SEM for 2026, with simple checks that Indian businesses and freelancers can apply in Google Ads today.
What SEM means in 2026
In this article, SEM means paid search: ads you buy on Google or Bing that appear above or below the free results. You choose keywords, set a budget and pay when someone clicks.
SEO brings free traffic slowly, while paid search can send visitors from the first day. Most growing businesses use both, so read our comparison of SEM vs SEO if you are deciding where to start.
Dos of SEM
1. Conduct keyword research
Keyword research is the foundation of any SEM campaign. It involves identifying the keywords and phrases that your target audience is searching for and using them in your ads. Without proper keyword research, you risk wasting resources on keywords that do not drive traffic or leads.
To conduct keyword research, use tools like Google Keyword Planner, SEMrush, or Ahrefs. These tools provide data on the search volume, competition, and cost per click (CPC) of each keyword.
2. Optimize landing pages
Landing pages are the pages that users land on after clicking on your ads. A well-optimized landing page can increase the chances of users taking the desired action, such as filling out a form or making a purchase.
To optimize landing pages, ensure that they are relevant to the ad copy and contain a clear call-to-action (CTA). Use engaging headlines, persuasive copy, and visually appealing images or videos to capture users’ attention and keep them on the page.
3. Use ad extensions
Ad extensions are additional information that appears below the ad copy, such as phone numbers, addresses, and links to specific pages on your website. They can improve the performance of your ads by providing users with more information and making your ads more visible.
Google Ads now calls these assets. Common ones include callout assets, sitelink assets, and location assets. Use ad extensions that are relevant to your business and help you achieve your campaign objectives.
4. Analyze and refine campaigns
SEM campaigns require constant monitoring and refinement to ensure that they are performing optimally. Analyze your campaigns regularly and use data to make informed decisions about where to allocate resources.
Some key metrics to monitor include click-through rate (CTR), conversion rate, and cost per conversion. Use A/B testing to compare different ad variations and landing pages and identify what works best for your audience.
5. Target the right location and language
If you sell only in Jaipur, do not pay for clicks from all of India. Use location targeting, and test keywords in English, Hindi and Hinglish, because Indian buyers search in all three.
6. Track conversions before you scale
Set up conversion tracking for purchases, form fills or WhatsApp clicks before you raise the budget. Without it, you only know what you spent, not what it brought back.
Google explains the setup in the official Google Ads Help Centre, which is worth bookmarking.
Don’ts of SEM
1. Overuse keywords
Using too many keywords in your ads can lead to a low-quality score, which affects the ad’s visibility and increases the cost per click. Instead, use a targeted set of keywords that are relevant to your business and audience.
Use long-tail keywords that are more specific and have lower competition. This approach can help you reach a highly targeted audience and lower your cost per click.
2. Ignore negative keywords
Negative keywords are the keywords that you want to exclude from your campaigns. They prevent your ads from showing up for irrelevant search terms and improve the overall quality of your traffic.
To identify negative keywords, use tools like Google Ads Keyword Planner, SEMrush, or Ahrefs. Monitor your search terms report regularly and add negative keywords as necessary.
3. Send traffic to irrelevant landing pages
Sending traffic to irrelevant landing pages can result in a high bounce rate and low conversion rate. Ensure that your landing pages match the ad copy and give users exactly what the ad promised.
For example, an ad for a reels bundle should open that product page, not your home page. Every extra click a visitor needs to make loses some of them.
4. Set it and forget it mentality
SEM campaigns require ongoing optimization to deliver the best results. Setting up a campaign and forgetting about it can lead to wasted resources and missed opportunities.
Regularly monitor and optimize your campaigns to ensure that they are performing optimally. Use data to identify underperforming ads or keywords and make changes accordingly.
5. Copy competitor ads or trademarks
Study competitor ads for ideas, but write your own copy. Using another brand’s trademark in your ad text can get ads limited, and copied ads rarely stand out anyway.
6. Ignore mobile users
Most Indian searches happen on phones. Check that your landing page loads fast on a mobile connection, the buy button is easy to tap, and forms are short.
A quick SEM checklist before you launch
- Keywords grouped into small, tightly themed ad groups
- Negative keyword list added from day one
- Assets added: sitelinks, callouts and location if you have a shop
- Landing page matches the ad and loads fast on mobile
- Conversion tracking tested with a real test action
- A daily budget you are comfortable losing while you learn
Run through this list for every new campaign. It takes ten minutes and prevents the most expensive SEM mistakes.
How to Plan Your First SEM Budget
There is no fixed right budget, because click costs change with your industry, city and competition. A practical way to plan is to work backwards from your goal.
- Decide what one sale or lead is worth to you after costs.
- Use Keyword Planner to see rough cost per click ranges for your main keywords.
- Estimate how many clicks you may need for one sale, based on your website or past experience.
- Set a test budget that you can afford to spend fully while learning, for at least two to four weeks.
- After the test, compare your real cost per sale with what a sale is worth, and only then decide to scale.
This simple method keeps SEM decisions tied to profit, not to guesses or hope.
Understanding Quality Score
Quality Score is Google’s rating, from 1 to 10, of how relevant your keyword, ad and landing page are to each other. It is based on expected click through rate, ad relevance and landing page experience.
You cannot buy a better score. You earn it by keeping ad groups tightly themed, writing ads that match the search, and sending people to a fast page that delivers what the ad promised. The Google Ads Help Center explains each component in detail.
Worked Example: SEM for a Coaching Centre
A competitive exam coaching centre in Patna starts SEM with one campaign for its weekend batch. It targets keywords such as “ssc coaching in patna” and “weekend ssc classes patna” on exact and phrase match.
In the first week the search terms report shows clicks from people looking for free PDFs and online test series. The team adds negative keywords for those searches and creates a landing page with the batch timings, fees and a call button.
By the end of the month, fewer clicks are coming in, but more of them turn into calls and walk in enquiries. That is the pattern good SEM usually follows: less waste, more relevant visitors.
SEM on Microsoft Advertising
Google handles most searches in India, but Bing still has users, especially on Windows computers and in some office settings. Microsoft Advertising lets you import campaigns from Google Ads, so testing it does not take much extra work.
Start with your best performing campaigns only, keep a separate small budget, and judge it by cost per conversion like any other channel.
Metrics That Show Whether SEM Is Working
- Conversions: the actions that matter to your business, such as sales, leads or calls.
- Cost per conversion: your spend divided by conversions.
- Conversion rate: the share of clicks that convert.
- Search terms: the actual searches behind your clicks.
- Impression share: how often your ads appear when they could.
Clicks and impressions alone can look impressive while the business earns nothing. Judge SEM by conversions and profit first.
When to Hire an SEM Agency or Freelancer
Many small businesses can run simple campaigns themselves after a few weeks of learning. Getting help makes sense when your budget grows, when you advertise many products, or when you simply do not have time to check campaigns weekly.
Before you hire anyone, ask to see real reports from past clients, check that you will own the Google Ads account, and agree on the numbers you will judge them by. Be careful of anyone who guarantees top positions or fixed results, because no one can promise those in paid search.
A 30 Day SEM Plan for Beginners
- Week 1: set up conversion tracking, research keywords and build one focused campaign.
- Week 2: launch with a small budget and check the search terms report twice.
- Week 3: add negatives, pause wasteful keywords and test one new ad headline.
- Week 4: review cost per conversion, improve the landing page, and decide your next step.
Following this plan gives you real data within a month, which is the best foundation for every SEM decision that follows.
SEM in Hindi, Hinglish and Regional Languages
Many Indian buyers search in Hindi, Hinglish or their regional language, sometimes typed in English letters and sometimes in their own script. Ignoring these searches can mean missing a large share of local demand.
- Add Hinglish versions of key phrases, such as “ac repair karne wala near me”, alongside English ones.
- Test ads written in the same language and style as the search, then compare results.
- Make sure the landing page speaks the same language as the ad, or at least has a clear summary in it.
- Check search terms often, because language variations can bring both new opportunities and irrelevant clicks.
A small language test is one of the cheapest ways to find new customers through SEM, especially for local services and products sold outside big metros.
Conclusion
SEM can be a highly effective way to increase the visibility of your website in search engines and drive more traffic and leads. However, it’s important to avoid common mistakes and follow best practices to get the most out of your SEM campaigns.
Conduct keyword research, optimize landing pages, use assets, and analyze and refine campaigns to achieve the best results. Avoid overusing keywords, ignoring negative keywords, sending traffic to irrelevant landing pages, and running campaigns without checking them.
By following these dos and don’ts of SEM, you can spend your budget more wisely and learn faster from every campaign. If you want a structured starting point, our Online Advertising for Start Ups guide covers the basics of paid ads for new businesses.
Read More: Understanding User Intent For Better Search Engine Marketing
FAQs Related To Dos and Don’ts of SEM
What is SEM, and why is it important?
SEM is a digital marketing strategy that involves using paid advertising to increase the visibility of a website in search engine results pages. It’s important because it can drive more traffic to a website, increase brand awareness, and generate leads and sales.
How can I conduct keyword research for my SEM campaigns?
You can use tools like Google Keyword Planner, SEMrush, or Ahrefs to conduct keyword research. These tools provide data on the search volume, competition, and cost per click of each keyword.
What are ad extensions, and how can I use them?
Ad extensions are additional information that appears below the ad copy, such as phone numbers, addresses, and links to specific pages on your website. You can use ad extensions that are relevant to your business and help you achieve your campaign objectives.
Why is it important to monitor and refine SEM campaigns regularly?
SEM campaigns require ongoing optimization to deliver the best results. Regular monitoring and refinement can help you identify underperforming ads or keywords and make changes accordingly.
How can I avoid common mistakes in SEM campaigns?
You can avoid common mistakes in SEM campaigns by following best practices, conducting keyword research, optimizing landing pages, using ad extensions, and analyzing and refining campaigns regularly.
Read More: The Do’s and Don’ts of SEM
