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What are the latest SEM analytics and metrics that can help your business grow?

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Search engine marketing (SEM) is a powerful way to reach your target audience, drive traffic to your website, and generate leads and sales. But how do you measure the effectiveness of your SEM campaigns and optimize them for maximum results? In this article, we will explore some of the latest SEM analytics and metrics that can help you grow your business and achieve your goals.

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Ivana Flynn

SEO consultant for iGaming and adult industry, public speaker, podcast co-host
Umer Mushtaq Dogar

Advisor | $110MM+ annual spend | Process Excellence | LUMS
Raisa Shafar

Performance Marketing Lead | Demand Generation, Paid Search, Growth Marketing, Paid Media, ABM, Analytics & Digital…

1 What are SEM analytics and metrics?

SEM analytics and metrics are the data and indicators that show how your SEM campaigns are performing and what impact they have on your business objectives. Through SEM analytics and metrics, you can gain insight into how much traffic, leads, and sales you are getting from your campaigns, which keywords, ads, and landing pages are generating the most conversions and revenue, how much you are spending on your campaigns and what your return on investment (ROI) is. Additionally, you can compare your SEM campaigns to competitors and industry benchmarks to identify areas of improvement. Finally, you can use SEM analytics to improve your quality score, click-through rate (CTR), conversion rate, and customer lifetime value (CLV).

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Umer Mushtaq Dogar

Advisor | $110MM+ annual spend | Process Excellence | LUMS
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Assisted-conversion are becoming increasingly important with the customer journeys getting complex due to the availability of options to compare and research alternatives. However, improved data tracking and re-targeting gives advertisers an opportunity to touch customers on different platforms and at different stages of their buyer journey. In order to make sure that both a) mid-journey keywords and b) mid-journey customer-touch points are not overlooked, assisted conversions and contributions should also be focused. Assisted-conversion analysis is a customer-centric approach that highlights most important touch points in the customer journey. It also gives marketers ideas to optimize their content and messaging more effectively.

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2 How to set up SEM analytics and metrics?

To set up SEM analytics and metrics, you need to use tools that can track and measure your SEM campaigns across different platforms and channels. Google Ads is a platform where you create and manage your paid search and display campaigns on Google and its partner networks, which provides various reports and metrics that show your campaign performance, such as impressions, clicks, conversions, cost, and ROI. Additionally, Google Analytics is a web analytics tool that integrates with Google Ads to track and analyze website traffic, behavior, and outcomes. It provides insights into audience, acquisition, behavior, and conversion metrics. Google Search Console is a tool that helps monitor and optimize organic search presence and performance on Google. It provides data on search queries, impressions, clicks, CTR, position, and indexation status. You may also use other tools to complement your SEM analytics and metrics such as keyword research tools, competitive analysis tools, landing page optimization tools, and customer relationship management (CRM) tools depending on your needs and preferences.

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Ivana Flynn

SEO consultant for iGaming and adult industry, public speaker, podcast co-host
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There are several ways of measuring SEO/PPC performance. Google analytics - data driven conversions or assisted conversions are a really good way. For SEO specifically you have GSC from the Google suit and many other wonderful tools that can help you track your rankings (whatsmyserp, accuranker). For PPC you got Google ads editor, obviously already mentioned GA. And to help you optimise your ads: Google Keyword Planner, Spyfu... For both: Ahrefs, Semrush...

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Adam Sidorczuk

Founder @ SIDO Digital | SEO, Analytics & Google Ads for Scale-ups
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For tracking and monitoring SEM metrics you can use the following tools. SEO: - Google Search Console (Free) for Clicks, Impressions, Avg. Position, CTR. SEA: - Google Ads (Free) for Clicks, Impressions, Cost, ROAS Both SEO & SEA: - Google Analytics (Free) for Active users, Conversion Rate, Engagement Rate, and many more - Position tracking software (Paid) such as Ahrefs, Semrush, Conductor, or Senuto

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3 How to use SEM analytics and metrics?

To use SEM analytics and metrics effectively, you should follow a process that involves four steps. First, define your SEM goals and key performance indicators (KPIs). Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). Next, track and collect your SEM data by linking your Google Ads, Google Analytics, and Google Search Console accounts. After collecting your data, analyze and interpret it to understand what is working and what is not. Finally, optimize and improve your SEM campaigns by testing and tweaking keywords, ads, and landing pages. Additionally, adjust bids and budgets, target and remarket to your audience, and implement best practices.

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Raisa Shafar

Performance Marketing Lead | Demand Generation, Paid Search, Growth Marketing, Paid Media, ABM, Analytics & Digital Strategy
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Focus on the KPI that defines your business performance. For example, if you hit your target ROAS and a number of conversions/sales - do not bother about CPC. CPC isn't the goal.

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4 What are the latest SEM analytics and metrics trends?

SEM analytics and metrics are constantly evolving and adapting to the changes and challenges in the digital marketing landscape. To stay ahead of the curve, you should be aware of and leverage the latest trends in SEM analytics and metrics, such as Artificial Intelligence (AI) and Machine Learning (ML), Voice Search and Natural Language Processing (NLP), Attribution Modeling and Cross-Channel Analysis, and Customer Data Platforms (CDPs) and Personalization. AI and ML can help you automate and optimize your SEM campaigns, while Voice Search and NLP can help you target users who use voice assistants to search for information. Attribution Modeling and Cross-Channel Analysis can help you measure the different touchpoints that lead to conversions, while CDPs and Personalization can help you create personalized experiences for your customers.

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5 How to learn more about SEM analytics and metrics?

If you want to learn more about SEM analytics and metrics, there are several resources you can use. Reading blogs, books, and articles on the topics and trends can help you gain insight into the field. Watching videos, webinars, and podcasts on best practices and case studies can also be beneficial. Taking online courses, certifications, and workshops on tools and techniques is another great way to learn. Additionally, joining online communities, forums, and groups can provide an opportunity to discuss questions with other professionals in the field. Finally, hiring a coach, mentor, or consultant can provide valuable strategies and solutions.

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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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Chris Ogle

Turning Marketing Clicks into Profit
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I've noticed an increasing trend since Covid to hide behind complex reports which are becoming increasingly difficult for clients to interpret. The key of measuring activity should all be tied back to our belief of what the customer is experiencing both when discovering our clients brands, as well as through the buying process. If the client can't understand the numbers your reporting, they won't. be able to link it to a real world action your customer is taking.

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What are the latest SEM analytics and metrics that can help your business grow?

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1 What are SEM analytics and metrics?

2 How to set up SEM analytics and metrics?

3 How to use SEM analytics and metrics?

4 What are the latest SEM analytics and metrics trends?

5 How to learn more about SEM analytics and metrics?

6 Here’s what else to consider

Search Engine Marketing (SEM)

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What are the latest SEM analytics and metrics that can help your business grow?

1

2

3

4

5

6

1 What are SEM analytics and metrics?

2 How to set up SEM analytics and metrics?

3 How to use SEM analytics and metrics?

4 What are the latest SEM analytics and metrics trends?

5 How to learn more about SEM analytics and metrics?

6 Here’s what else to consider

Search Engine Marketing (SEM)

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