What do you do if your SEM campaign is underperforming and you need help from a data analyst?

Upon observing suboptimal performance in your SEM campaign, a rigorous data analysis becomes imperative. A seasoned data analyst will delve into Key Performance Indicators (KPIs) including Click-Through Rates (CTRs), conversion rates, and Cost Per Conversion. The objective is to uncover trends or discrepancies within the data that may signal foundational problems, such as misaligned keywords or lackluster ad copy. This detailed examination is critical for pinpointing the precise factors contributing to the campaign’s lackluster performance, setting the stage for targeted optimizations.

If your SEM campaign underperforms, start with a detailed data analysis. A data analyst will scrutinize KPIs like click-through rates, conversion rates, and cost per conversion, searching for patterns or irregularities hinting at issues like off-target keywords or lackluster ad copy. This deep dive into the data is critical for uncovering the fundamental reasons behind the campaign's shortcomings, setting the stage for targeted improvements and strategized solutions.

Start by checking how your SEM campaign is doing. Look at important numbers like how many people are clicking your ads (CTR), how many are doing what you want them to do (conversion rate), and how much you're paying for each action (cost per conversion). A data analyst will help find problems like bad keywords or ads that aren't working well by spotting unusual trends or numbers that don't look right. This step is key to figuring out why your campaign isn't doing as well as you hoped.

You have to understand Data from variables, I mean, sometimes the problem is you want to view the complete scenario, the complete map, and you are ignoring details. For that reason you must have a log to write down each of the steps when creating the campaign. On this way you will be able to know what is happening with your campaigns when you see that they are not working as you expect, because sometimes you do not see the problem because in reality the problem is in the configuration of the campaign, and if you are starting out and you don't know the origin of each metric, then you will never understand the data, even if you spend entire days trying to decipher it.

In my experience, it’s helpful to look at time comparisons (last month vs. prior month for example). You’ll then be able to expand the columns of KPI’s and drill down what parts of your SEM campaigns have experienced the biggest changes by both percentage and absolute value. This can be observed at all levels (campaign, ad group, keywords, ads, etc.) Once you identify problem areas, you can start optimizing certain areas like adding negative keywords, bid adjustments, test new ad copy, etc.

After looking at your campaign data, find out exactly what's going wrong. Data analyst can help spot specific problems such as spending money on keywords that aren't bringing in customers, showing your ads to the wrong people, or having ads that Google doesn't think are very good (low-quality score). The analyst will tell you what needs to change for your ads to do better.

By working with data analysts, they can help pull insights and identify issues of your campaign or help pinpoint areas of poor performance. However, the strategic optimizations still needs to come from the SEM campaign manager. As a campaign manager, you must be able to articulate your problem statements clearly and work with your data analyst to find out the root cause of poor performance. Also, the strategic optimizations implemented might not work in your favor. Thus it is important that you continue tracking your data with your analyst to see whether the changes has improvements. If not, continue to improvise and improve.

After thoroughly analyzing the data, identifying specific obstacles in your SEM campaign is crucial. Issues such as non-performing keywords, incorrect audience targeting, or a low-quality score can be pinpointed by a data analyst. Recognizing these problems is essential for making knowledgeable optimizations to your campaign. The insights provided by the analyst will direct strategic changes, aiming for improved performance. This step is vital for refining your approach and enhancing your campaign's effectiveness.

First, analyze which keywords are performing below your KPI's and potential reasons why: 1. Not tightly relevant to landing page content or ad copy 2. Low Quality scores 3. Not rooted in intent Second, use keyword planner to identify new keywords relevant to your brand. Input your website or seed terms and analyze the competition levels, average search volume, and whether or not it's in your account or not. This will spark ideas on new ad groups, different ad copy, or even landing page optimization to ensure you're messaging is relevant to search queries.

Keywords are super important for SEM. If your ads aren't doing well, it could be because the keywords aren't right or you're not bidding on them properly. Data analyst can dive into reports to see what people are actually searching for and help pick better keywords that match what your audience is looking for. They can also help adjust how much you're willing to pay for each keyword to make sure you're spending your money wisely and getting good results.

Keywords serve as the cornerstone of SEM campaigns. An underperforming campaign could stem from inappropriate keyword selection or unoptimized keyword bids. A data analyst can dive into search query reports and leverage keyword research tools to identify high-performing keywords that better match your target audience's search intent. Additionally, they can aid in honing your keyword bidding strategy to maximize your return on investment. This process ensures that your campaign is built on a foundation of strategic keyword choices, optimizing your efforts for better performance.

The words and pictures in your ads are really important. If your ads aren't working well, a data analyst can figure out which ones your audience doesn't like. They'll look at how your ads are doing to find weak spots in your headlines, descriptions, and calls-to-action (CTAs). With this info, you can make your ads better to grab your audience's attention and get them to do what you want them to do.

Ad copy is important. Ensure it matches in both intent and relevance to the search query it is serving. Make sure you include CTAs that you are hoping for the user to perform - book now, call us now, buy now etc and always test and measure performance before and after any changes.

Once you've made changes to your campaign, you need to check if they're actually working. A data analyst can help set up A/B tests, where you compare different versions of your ads or web pages to see which one performs better. This way, you make decisions based on facts, not guesses, about what’s helping your campaign do better. Keep testing and tweaking things based on these findings to keep improving your SEM campaign.

It usually happens that another person can see the error that is normalized to us by omission, however, when the support of a Data Analyst is requested, I also believe it is necessary for a review to be carried out from time to time as a way of supervising the work SEM , however, the analyst will detect incidents, improvements, opportunities or errors, which will project them at a certain time, the person in charge of SEM is the one who must continually guarantee that this is carried out, has good projection, optimization and progress. and this is constantly monitoring.

? ?? Assess campaign metrics ? ???♂? Identify underperforming areas ? ?? Collaborate with data analyst ? ?? Analyze data for insights ? ?? Optimize campaign strategy ? ?? Implement data-drive adjustments ? ?? Monitor performance closely ? ?? Iterate and refine tactics as needed ? #SEM #DataAnalysis #CampaignOptimization