Nowadays we live in the digital age and every company has a presence on the Internet. SEM positioning is key to achieving greater visibility for your brand and achieving success with your paid campaigns, thanks to the application of certain SEM KPIs. We are convinced that you have heard of them before, but do you really know what they are?
In this article, we talk about the different SEM metrics that exist and how you can use them in your marketing strategy to get the most out of it, thanks to a SEM agency like Enjoy Minder. Take note!
The effectiveness of SEM positioning
Adopting SEM strategies in your campaign has multiple advantages that you should know about. Firstly, it allows a brand to appear in the main search engine results, which is really interesting since you can quickly reach users, have them visit your page and end up buying your products and services.
With programs like Google Ads, you can have complete control over your campaigns. You decide the budget and only pay when a person interacts in some way with your ad. This way, you can adjust the price and stop campaigns if you consider it appropriate.
In addition, you can choose from a wide range of formats for your ads, in order to make them more attractive and interesting for your audience: from more static proposals to videos and GIFs that will capture your audience’s attention. Let your imagination run wild!
SEM Metrics: Get the most out of your ads
SEM KPIs are the crown jewel, as they measure the performance of your SEM campaigns. If you want to launch your campaign, you should know some key performance indicators that we present below:
CTR (Click Through Rate)
Thanks to it, you will know the number of times that people have clicked on your ad, in relation to the total number of impressions. A high CTR means that your ads generate interest, either because they offer a message appropriate to the topic they are looking for or because they generate curiosity.
If your CTR is low, it may be because your message is not strong enough to grab the reader’s attention or the competition is too high and your ad is not appearing in an optimal position. This is when you should consider optimizing your ad. Below we will tell you how to do this.
CPC (Cost per Click)
This metric is about the amount of money an advertiser pays when someone clicks on their ad. The amount bid will positively or negatively affect where the ad appears. You need to know the cost per click for keywords in advance, so you can set a budget based on your needs.
You will have already seen that these metrics depend greatly on the competition in your sector and the amount of money advertisers are willing to pay to be on the podium.
ROI (Return on Investment)
To find out how much money you’re making from your campaign versus the money you’re spending, take note of this metric. The results you get will tell you how well your campaign is performing. A positive ROI indicates that your initial investment is profitable and you’re making a profit.
On the other hand, if this SEM KPI gives you a negative value, it is a clear indication that you should look for other options that generate more conversions on your website. We already told you that sometimes you will need a little patience to see results.
Conversion rate
If you want to know how many people have taken an action out of the total number of users who have clicked on your ad, we encourage you to use this metric. It can cover different types of actions, from subscribing to a newsletter to making a purchase or watching a video for a few seconds.
A high conversion rate shows that the ads are working and leading people to take certain actions. However, a low rate means that the purchase process needs to be facilitated and that the user needs to build an image of trust and value.
Quality Score
Finally, we suggest you evaluate the quality of your ad. How? Using this Google Ads metric. It consists of assigning a score from 1 to 10 to each keyword in the corresponding ad, which will depend on several factors such as the click-through rate, the importance of the ad and the quality of the landing page.
If your score is high, you benefit from a lower cost per click and your ad moves up in position. Below we detail how you can optimize your ad so that all these metrics make sense and help you move up the ranks.
How can you optimize your paid campaigns?
Now that you know what the SEM metrics mentioned above consist of, it is vital to adjust your campaigns to improve results and, therefore, their overall performance.
The first step is to select keywords that are related to your brand and your audience. It’s a good idea to choose negative keywords that you don’t want to appear for. If some of them aren’t working, consider removing them.
One tip to keep things under control is to organize your ads by topic, so you can move more easily and detect more precisely what works and what doesn’t. Consider segmenting your ads by gender, age, location or hobbies, in order to more easily reach the people you’re interested in.
Don’t forget to adjust the days and time slots that will allow you to generate more clicks. Avoid including night hours, as you will hardly receive any interaction. Another important aspect that is sometimes overlooked is the landing pages that your ad leads to. It is essential to review them, because in the end the conversion rate largely depends on them.
Measure your actions thanks to Enjoy Minder
Knowing the metrics to analyze the success of your paid media campaigns is just as important as having a SEM agency that knows how to carry out the process. If you are thinking about optimizing your website, do not hesitate to count on us. At Enjoy Minder we work with a SEM strategy combined with SEO, to offer you the best results for your business, as well as other services ―social networks, web design, etc.― to complement your marketing plan.
We know the current market first-hand and adapt each metric to your objectives, to successfully increase your domain impressions and customer conversion. Don’t wait any longer and get information without obligation. We will give you the value and visibility you deserve. We look forward to seeing you!
