To align the SEM strategy, conduct a keyword audit to identify conflicts, focusing on intent and performance. Establish clear ownership for branded and non-branded terms, and prioritize high-performing keywords. Foster collaboration through data sharing, periodic reviews, and shared KPIs to ensure campaigns complement rather than compete for optimal results.

Good point! Aligning keyword strategies can be tricky, but data-driven collaboration is key. One approach I’ve found helpful is to analyze historical performance together—letting data drive the conversation instead of opinions. Splitting campaigns based on keyword intent can also help, creating focused strategies without overlap. And when conflicts arise, using negative keywords prevents cannibalization. Ultimately, fostering open dialogue and establishing shared goals keeps everyone on the same page and focused on success

1. Silo Your Campaigns: Split campaigns by keyword intent. If some team members want to target broad terms, create a separate campaign for it. No overlap means cleaner data. Tool: Google Ads Keyword Planner. 2. Negative Keywords: Use them like a shield. If one group’s targeting "luxury bone straight wigs," block those keywords from the "affordable wigs" campaign. Avoid cannibalization. - Tool: Google Ads Negative Keyword List. 3. Data-Driven Decisions: Make everyone shut up and let the data speak. Test both strategies, analyze the CTR, CPC, and conversion rates after two weeks. The results will guide the final strategy. Disagreements are fine—just make sure they’re settled by numbers, not opinions.