This is the 12 th post in the SEM Intermediate Series , a collection of posts intended for search engine marketing (SEM) professionals looking for guidance in monitoring and adjusting key performance indicators (KPIs) and other aspects of campaign management that help determine PPC success in Microsoft adCenter. This series is a continuation of the SEM Beginner Series . In the world of SEM we are constantly looking at the data: how can I get the most from what I have?