1. The document discusses how Overland Storage optimized their SEM strategies to increase conversions by over 500% through tightly matching keywords, ads, and landing pages. 2. They analyzed keywords and organized campaigns around key concepts, optimized ads to focus on benefits and calls-to-action, and created new targeted landing pages. 3. As a result, impressions decreased by 37.5% while CTR increased by 30% and cost per conversion dropped by 60%, greatly improving the ROI of their search marketing.