How do you create SEM dashboards that are easy to manage?

1 Define your goals and KPIs

Before you start creating your SEM dashboard, you need to define your goals and key performance indicators (KPIs) for your campaigns. What are you trying to achieve with your SEM strategy? How will you measure your success? Depending on your objectives, you may want to track metrics such as impressions, clicks, conversions, cost per click (CPC), cost per acquisition (CPA), return on ad spend (ROAS), or quality score. Make sure your goals and KPIs are SMART: specific, measurable, achievable, relevant, and time-bound.

2 Choose your dashboard tool

The next step is to choose a tool that allows you to create and manage your SEM dashboard. There are many options available, depending on your budget, preferences, and technical skills. Some of the most popular tools are Google Data Studio, Microsoft Power BI, Tableau, and Supermetrics. These tools enable you to connect your data sources, such as Google Ads, Bing Ads, Google Analytics, or CRM platforms, and visualize your data in charts, tables, graphs, or maps. You can also customize your dashboard layout, design, and filters to suit your needs.

3 Organize your dashboard structure

Once you have chosen your tool, you need to organize your dashboard structure. A good SEM dashboard should be clear, concise, and comprehensive. It should provide an overview of your campaign performance, as well as drill-down details for each segment, channel, or keyword. You can use different tabs, sections, or pages to group your data by categories, such as campaign type, device, location, or audience. You can also use color coding, labels, or icons to highlight important information or trends.

4 Select your dashboard metrics

Once you have organized your dashboard structure, you need to select your dashboard metrics to measure how well you are meeting your goals and KPIs. Relevant, meaningful, and actionable metrics should be chosen for your SEM campaigns. For instance, total impressions, clicks, and conversions show the reach, engagement, and effectiveness of your ads. Click-through rate (CTR), conversion rate (CVR), and bounce rate demonstrate the quality, relevance, and user experience of your ads and landing pages. Additionally, CPC, CPA, ROAS, and profit metrics indicate the efficiency, profitability, and ROI of your ads. Lastly, quality score, average position, and impression share measure the competitiveness, visibility, and optimization of your ads.

5 Update and review your dashboard regularly

The final step is to update and review your dashboard regularly. Your SEM dashboard is not a static document, but a dynamic tool that reflects your current data and performance. You should update your dashboard data as frequently as possible, depending on your data source and tool. You should also review your dashboard data periodically, such as weekly, monthly, or quarterly, to analyze your results, identify opportunities, and make adjustments. You should also share your dashboard with your team, clients, or stakeholders, and solicit feedback and suggestions.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?