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What are the best ways to get feedback on your SEM campaigns?

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Feedback is essential for any marketing campaign, but especially for SEM, where you need to optimize your keywords, ads, landing pages, and bids to achieve your goals. However, getting feedback on your SEM campaigns can be challenging, as you have to consider multiple sources, metrics, and perspectives. In this article, we will share some of the best ways to get feedback on your SEM campaigns, and how to use it to improve your performance and ROI.

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1 Set clear objectives and KPIs

Before you launch your SEM campaigns, you need to define what you want to achieve, and how you will measure your success. This will help you align your feedback with your objectives, and avoid getting distracted by irrelevant or misleading data. For example, if your goal is to increase conversions, you need to focus on metrics like conversion rate, cost per conversion, and return on ad spend, rather than impressions, clicks, or quality score. You also need to set realistic and specific targets for your KPIs, and track them over time to see your progress and identify areas for improvement.

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Raj Vasani

Over $15 Million in Attributed Revenue | Performance Marketing Consultant For B2C & Ecom | Building GrowthGrad
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Without a defined outcome for the efforts as well as the budgets allocated to SEM, measuring the effectiveness of the campaigns is going to be a lost cause. It is crucial to set the KPIs based on the objective. For example: If you are looking for leads, your KPIs are CPLs, Conversion Rate and lead quality. If you are looking for sales, your KPIs are Sales, ROAS, Cost per sale, conversion rate, etc. If you are looking for branding and traffic, you will focus on impressions, clicks, time spent on the landing page, bounce rate etc.

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Joshua Hanosh

Passionate about ADA Web Compliance and B2B Marketing Strategy
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My only advice is to understand what KPIs are important for your client from the get go and then determine if you want meet them. If you can, take them on as a client and then report on those KPIs. You can throw in others to educate them but your sole focus should be the KPIs that are important to them.

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2 Use Google Analytics and Google Ads reports

Google Analytics and Google Ads are two of the most powerful and popular tools for SEM, and they provide a wealth of information and insights on your campaigns. You can use Google Analytics to track how your website visitors behave after clicking on your ads, such as how long they stay, what pages they view, what actions they take, and what sources they come from. You can also set up goals and events to measure your conversions and other important outcomes. Google Ads reports allow you to see how your keywords, ads, ad groups, and campaigns perform in terms of impressions, clicks, CTR, CPC, quality score, conversions, and more. You can also use features like search terms, auction insights, and performance planner to see what keywords and competitors you are competing with, and how you can optimize your bids and budgets.

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3 Solicit feedback from your customers and prospects

Another way to get feedback on your SEM campaigns is to ask your customers and prospects directly. You can use surveys, polls, reviews, testimonials, or interviews to collect their opinions, preferences, needs, and pain points. This can help you understand how they perceive your brand, products, or services, what motivates them to click on your ads, what challenges they face in their buying journey, and what factors influence their decision making. You can use this feedback to create more relevant and engaging ads, landing pages, and offers, and to segment and target your audience more effectively.

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Paul Garcia

Strategic Brand Unification | Product Development | Contemporary Marketing Methodology
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Understanding your brand has nothing to do with SEM. Feedback from customers/prospects should be about where they go and what they do to find information about products/services like yours, not about your company directly. Ask them where they are and what they do when they have questions or interest in the thing you're trying to promote. Find out their sources and work to be adjacent to those subjects. Whom do they trust? How can you be found in those trusted sources? If your existing customers are searching for you, there's a different problem than SEM.

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4 Conduct A/B testing and experiments

A/B testing and experiments are essential for testing and validating your SEM hypotheses, and finding out what works best for your campaigns. You can use A/B testing to compare different versions of your ads, landing pages, headlines, images, copy, or CTAs, and see which one generates more clicks, conversions, or other desired outcomes. You can use experiments to test different strategies, such as bidding methods, keywords, match types, or audiences, and see how they affect your performance and ROI. You can use tools like Google Optimize, Google Ads Experiments, or third-party platforms to run and analyze your A/B tests and experiments, and to implement the winning variations.

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5 Seek feedback from your peers and experts

Finally, you can get feedback on your SEM campaigns from your peers and experts, such as your colleagues, managers, mentors, consultants, or agencies. They can provide you with a fresh and objective perspective, as well as valuable insights, tips, and best practices. You can ask them to review your campaigns, give you suggestions, or share their experiences and learnings. You can also join online communities, forums, blogs, podcasts, or webinars, where you can learn from other SEM professionals, ask questions, and exchange ideas.

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Michael Wisby

CEO & Founder @ Two Trees PPC | Dual Citizen ????+???? | Catalyst for $350M+ in Regional Business Growth | Recipient of Sacramento's Fastest Growing Business 2023 & 2024 | 40 Under 40 Sacramento | BBB Board Member
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Feedback should be taken for what it is. Consider the source and never look too far away from what the actual objective is. For example, even some experts can be pretty *nal about copy - but if that copy is driving high-value conversions, perhaps it should stay. At the end of the day, cash rules everything - so if you are getting results despite negative feedback, refer them to the stack of cash you just made from the campaign.

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Kevin Heimlich

CEO at The Ad Firm -- A Total Transparency Digital Marketing Agency
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While we get feedback from peers and experts we also run our campaigns past people who are not industry experts. Because we know that a lot of time our campaigns are seen by the masses and if the masses don't understand then you are missing out on a large opportunity. Remember if the gatekeeper can't understand your campaign it is less likely to be seen by the decision-maker.

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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?

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What are the best ways to get feedback on your SEM campaigns?

1

2

3

4

5

6

1 Set clear objectives and KPIs

2 Use Google Analytics and Google Ads reports

3 Solicit feedback from your customers and prospects

4 Conduct A/B testing and experiments

5 Seek feedback from your peers and experts

6 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the best ways to get feedback on your SEM campaigns?

1

2

3

4

5

6

1 Set clear objectives and KPIs

2 Use Google Analytics and Google Ads reports

3 Solicit feedback from your customers and prospects

4 Conduct A/B testing and experiments

5 Seek feedback from your peers and experts

6 Here’s what else to consider

Search Engine Marketing (SEM)

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