What are the most important SEM metrics for freelancers?

1 Clicks and impressions

Clicks and impressions are the basic metrics that show how many people see and interact with your ads. Clicks indicate the number of times someone clicked on your ad, while impressions indicate the number of times your ad was shown on a search engine results page (SERP). These metrics help you assess the reach and visibility of your ads, as well as the click-through rate (CTR), which is the percentage of impressions that result in clicks. You want to aim for a high CTR, as it means your ads are relevant and appealing to your target audience.

2 Conversions and conversion rate

Conversions and conversion rate are the metrics that show how many people take the desired action after clicking on your ads. A conversion can be anything that you or your client define as a goal, such as a purchase, a sign-up, a download, or a lead. Conversion rate is the percentage of clicks that result in conversions. These metrics help you evaluate the effectiveness and profitability of your ads, as well as the return on ad spend (ROAS), which is the revenue generated by your ads divided by the cost of your ads. You want to aim for a high conversion rate and ROAS, as they mean your ads are driving valuable outcomes for your client.

3 Quality score and ad rank

Quality score and ad rank are the metrics that show how well your ads match the search intent and expectations of your audience. Quality score is a rating from 1 to 10 that Google assigns to your ads based on factors such as relevance, landing page experience, and expected CTR. Ad rank is the position of your ads on the SERP, which is determined by your quality score, bid amount, and other factors. These metrics help you optimize your ads and landing pages, as well as the cost per click (CPC), which is the amount you pay for each click on your ads. You want to aim for a high quality score and ad rank, as they mean your ads are more likely to be shown to the right people at the right time, and at a lower cost.

4 Keywords and search terms

Keywords and search terms are the metrics that show what words and phrases your audience uses to find your ads. Keywords are the words and phrases that you bid on and target with your ads, while search terms are the actual words and phrases that users type into the search engine. These metrics help you research and refine your keyword strategy, as well as the match type, which is the level of similarity between your keywords and search terms. You want to aim for a high match rate, as it means your keywords are relevant and specific to your audience's needs and interests.

5 Audience and location

Audience and location are the metrics that show who and where your audience is. Audience metrics include demographics, interests, and behaviors of your ad viewers and clickers, while location metrics include the geographic areas where your ads are shown and clicked. These metrics help you segment and target your audience, as well as the bid adjustments, which are the percentage changes you can apply to your bids based on certain criteria. You want to aim for a high bid adjustment rate, as it means you are optimizing your bids for the most valuable segments and locations.

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?