What SEM reporting and analysis trends should you know?

1 Data visualization

One of the most important trends in SEM reporting and analysis is the use of data visualization tools and techniques to present your data in a clear, engaging, and actionable way. Data visualization can help you communicate your SEM goals, strategies, results, and insights to your stakeholders, clients, or team members. It can also help you identify patterns, trends, anomalies, and opportunities in your data that might otherwise go unnoticed. Some of the popular data visualization tools for SEM include Google Data Studio, Tableau, Power BI, and Databox.

2 Automation and integration

Another trend in SEM reporting and analysis is the use of automation and integration to streamline your workflow and save time and resources. Automation can help you automate repetitive tasks, such as generating reports, scheduling alerts, updating dashboards, and performing audits. Integration can help you connect your SEM data with other sources of data, such as analytics, CRM, email, social media, and offline channels. This can help you create a holistic view of your SEM performance and impact across the customer journey. Some of the tools that can help you automate and integrate your SEM data include Supermetrics, Zapier, Google Ads Scripts, and Google Analytics.

3 Attribution and optimization

A third trend in SEM reporting and analysis is the use of attribution and optimization models to measure and improve your SEM return on investment (ROI). Attribution can help you understand how your SEM campaigns contribute to your conversions and revenue, and how they interact with other channels and touchpoints. Optimization can help you adjust your SEM bids, budgets, keywords, ads, landing pages, and audiences based on your attribution data and insights. Some of the attribution and optimization models that you can use for your SEM include Google Ads Smart Bidding, Google Analytics Conversion Paths, Google Attribution 360, and Facebook Attribution.

4 Segmentation and personalization

A fourth trend in SEM reporting and analysis is the use of segmentation and personalization to target and engage your audience more effectively. Segmentation can help you group your audience based on their characteristics, behaviors, preferences, and needs. Personalization can help you tailor your SEM messages, offers, and experiences to each segment. This can help you increase your relevance, click-through rate, conversion rate, and customer loyalty. Some of the segmentation and personalization techniques that you can use for your SEM include Google Ads Audience Network, Google Ads Customer Match, Google Ads Dynamic Search Ads, and Google Optimize.

5 Experimentation and testing

A fifth trend in SEM reporting and analysis is the use of experimentation and testing to validate and optimize your SEM hypotheses and strategies. Experimentation and testing can help you compare different versions of your SEM elements, such as keywords, ads, landing pages, and audiences, and measure their impact on your key metrics, such as impressions, clicks, conversions, and revenue. This can help you identify the best-performing and most cost-effective options for your SEM goals and objectives. Some of the experimentation and testing tools that you can use for your SEM include Google Ads Campaign Experiments, Google Ads Drafts, Google Optimize, and Unbounce.

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?