How do you use SEM data to create business growth?

Microsoft Clarity is also one good free platform to view customer heat maps and live visitor sessions. Turn user interaction into visual insights. Factors like Scroll Depth, Quick Backs and Rage Click let you decode content relevance and landing page quality.

Start with defining core metrics important for your website. Is it visitors, collected leads, completed sales? Then define micro metrics that will help you improve your core goals: do visitors come, do they stay, how are conversion rates, what is your user journey and your metrics along the way? When you have them all ready, look at the sources that can provide you with the data: your analytics tool, Google Search Console, SEO tool that will help to gather external data.

One of the key insights derived from SEM data is understanding what products or services are performing well and when within your portfolio. This insight is typically gleaned from analyzing leads and conversions generated by SEM campaigns. It's crucial to regularly examine both weekly and monthly trends to identify periods when certain items or destinations are in higher demand. When such trends emerge, it's an opportunity to maximize your SEM campaign's impact and capitalize on the increased demand.

SEM data is abundant. There are multiple sources and many systems and tools that can present data, for example, Google Analytics and Adobe - there are two key factors that play a role here: 1) Having a defined tool, for example, knowing that GA and Adobe measure bounce rate differently affects how you analyse the data. 2) Understanding how the variables affect each other is one thing to recite their meanings, but having a grasp of the relationships between variables. You can have a high CTR with a high CPL, the aim is still to bring CPL down - you need to test to see how you can bring CPL down.

SEM data can be used in different ways, such as improving targeting, analyzing conversions, and searching for insights on promoting new keywords. However, I have realized that SEM data can be uniquely used to search for insights on product categories, new products, and brands that we can strengthen to expand the breadth and depth of our product inventory. In the end, customers feel the level of price and assortment. By attracting a large amount of traffic, we can say with greater confidence that the analytical data sample on products becomes more reliable. This allows the purchasing department to make more informed decisions. This point is relevant for retailers who operate in competitive niches FMSG, DIY, Droggery and etc.

Use one of the SEO tools like Ahrefs to understand how many times your desired keywords are search for within one month, and what is the competition for it. When you are sure that your chosen keyword represent the right mix of metrics (enough volume and not overly strong competition), look at your internal data to see how much traffic and clicks are you getting from them. Knowing about your audience, their demographics, devices and search habits can help you develop the right keyword strategy and achieve long terms success. Besides knowing your audience, it is extremely important to also recognize your competitors and their content and technology efforts. Only then you will be able to discover the gaps and your opportunities for success.

My favourite methods of analysing SEM data to identify trends and insights have been to: - Helping product name a product that will go out to market - thank you, Google Trends! - Re-engineering keywords "how to" and research keywords can be moved from SEO of SEM. - Identify changes to consumer behaviour: my most unfortunate was seeing a possible cannibalisation of products, such as the move from 'cash register' to digitalised 'pos' systems. -Taking a look at macro and micro effects. When you can compare data from MoM/ YoY/ QTD you can see where peak sessions are, which can help for sessional promotions.

Always explore various data types and layers. I typically commence the analysis by examining keywords and delving into search terms. This approach helps in gaining a better understanding of people's search intentions and allows you to expand your list of negative keywords to filter out irrelevant searches. The second layer of analysis involves identifying areas of budget wastage and opportunities for optimization. For instance, if 80% of our total traffic originates from mobile devices, it might be advisable to implement a more substantial bid adjustment.

Optimising SEM campaigns based on data is pivotal for successful SEM campaigns. The secret sauce of having a landing page, keyword and advert copy is a trusted formula, but understanding the key ingredients is using SEM to drive interest. We analyse many variables to ensure we convert and drive the demand generation, but what about the brand? A brand campaign gives you complete control of copy to prospects and customers; in saying that, a company has full control of the text, which means they can navigate more than the product, but to use this copy for white papers, new product releases, customer stories and have the power to showcase anything they want to present to anyone searching their brand beyond their product/service.

Optimizing your content is a long term game, testing and adapting your content topic and keywords, and measuring how your key metrics behave will tell you how to proceed. Your content should never be set and left, there is always new competition showing up, new content being indexed in Google, some websites are disappearing. On top of that, Google is often adapting and improving their ranking algorithms. You should be informed about your competition and your performance indicators daily, and track progress against competitors in the SERPs.

Analyzing SEM data is crucial for optimizing campaigns. By identifying trends and insights, you can improve your strategy. Analyze which keywords, ad groups, campaigns, and landing pages are driving traffic, conversions, and revenue. Segment data by device, location, time, and audience to gain further insights. Additionally, SEM data can be used in other channels such as SEO or retargeting. Overall, analyzing SEM data can provide valuable insights that help achieve better results.

Analyzing SEM data and uncovering valuable insights can take on various dimensions. At the keyword level, if your campaign relies on low-volume keywords, achieving success can be challenging. Ad strength data is a valuable resource for optimizing your headlines and descriptions, enhancing ad visibility, and boosting rankings. If you're uncertain about the budget required to capture existing demand, consider utilizing advanced metrics like Lost Impression Share (LIS) due to budget constraints. LIS provides insights into missed impressions due to budget limitations.

During my SEO consulting career, I consulted many different businesses who had outdated content on their website. Either business changed over the time, or articles are left untouched for years, but often Google is still indexing and visiting those pages. One of the great techniques to improve your business metrics is to validate content on the website and perform so-called content pruning. Collect all your articles and split them into three categories: keep but update, delete from the website, merge more articles into one. Now look at your desired keywords and topics you wish to rank for, and how does this content perform and is it optimized for the right audience. Instead of producing tons of new content, focus on your hidden gems.

One way that SEM data is under-utilized is in creative message testing. SEM is a great way to inexpensively test a set of messages with your target audience before incurring the expense of creative development, maximizing the probability that your creative messaging will resonate with your audience. A few years back, we had a pretty big disagreement with our creative agency about the messaging strategy for a campaign and we ended up resolving it by conducting message testing via SEM and letting our customers define the right approach.

It's a continuous process of analyzing, adapting, implementing, and testing. For effective business growth, the SEM data must be (and stay) relevant. I agree with Svetlana, content CANNOT be outdated! We solve the issue of outdated pages by redirecting them to the relevant ones. We normally do not delete obsolete pages, but redirect them to general ones. For instance, if a product is discontinued, we redirect that page to the general products page.

Leveraging SEM data can drive business growth by increasing sales and reconnecting with users. Analyze which keywords, ad groups, campaigns, and landing pages are driving conversions and revenue to optimize your budget and bidding strategy. Use audience lists for remarketing to encourage users to return and make a purchase. Additionally, SEM data provides insights into user behavior and preferences that can inform your marketing strategy. Overall, leveraging SEM data is crucial for achieving business growth.

You can undoubtedly harness your SEM data to discover new growth strategies for your business. By conducting a thorough analysis of your best-performing keywords, search terms, ad engagement metrics, and user behavior on landing pages, you can uncover insights that will assist you in driving more business through cross-selling or upselling campaigns. Considering that SEM campaigns are typically regarded as a bottom-of-the-funnel approach, they attract high-quality traffic that's primed for conversion. This traffic can be effectively leveraged to activate complementary channels, such as Display or YouTube, using retargeting techniques.

Having all metrics in one place, where you can benchmark one against another, and understand your weak areas and your super-performers is incredibly important. Invest in tools like Looker, Tableau, or even a simple automated Excel sheet to keep your metrics up to date and always accessible for further analysis. After some time, you will be able to look at it and know what is the core investment you need to make, or recognize long term weaknesses that you need to focus on.

SEM data is how any business can create growth, regardless of the company's size. SEM is the foundation of digital marketing, and paid advertising, such as Google Ads and Bing, allows you to find and explore keywords that lead to business opportunities. The cross-pollination between SEM as the foundation of digital efforts allows for converting keywords to influence SEO, advert copy, and content creation, ensuring data-based incremental growth.

One great thing is to use UTM links. UTM help you understand where from your website guests came from. Separating the campaigns and ads groups to different UTM links will help you understand what campaigns or ads group, and even what ad working best to get you lead to your website. UTM can also help you measure and count where from your website visitors came from: SEO, SEM, Social, Email etc. So, UTM links is a powerful tool for you. Use it wisely ??

Comparing your SEM keyword performance to your niche business and competitors is crucial for gaining insights into their strategy. Use tools like Google Keyword Planner or SEMrush to identify new keywords and opportunities for growth. Regularly monitor and adjust your campaigns based on the data you collect. SEM data is constantly changing, so staying up-to-date with the latest trends is important. By doing so, you can stay ahead of the competition and achieve better results.

When running a SEM campaign, it's crucial to adopt a broader perspective on your business's growth. All channels should be interconnected to form a cohesive global marketing strategy. SEM should serve as the cornerstone of your customer acquisition efforts, functioning as an ongoing campaign that captures existing demand and delivers high-quality sales, traffic, or leads, depending on your business objectives. Before launching your campaign, ensure that all tracking is correctly configured, UTM parameters are in place, and destination pages are optimized to accommodate SEM traffic.