The complexities of the world of SEM have always fascinated me. Though it’s a largely data-driven field, it’s not all numbers and science—writing enticing ad copy, choosing the perfect intent-driven keywords, and speaking to the right audience in just the right way play very important roles. This blend of science and imagination ultimately is what piques my interest: the creativity needed to produce great, engaging ads, then using the data collected to drive optimizations and achieve success for our clients.