Tools to measure SEM

By | August 30, 2019

Hey. It’s time to talk about using analytics to get the most
out of your search engine marketing, or SEM campaigns. We’re going to look
at how you can use analytics to figure out which key words
are the best ones for you to bid on, how to tailor your ads
to make them more effective, and how to decide how much to bid
for the spots that are most cost effective for you. With search engine marketing,
you’re spending money. The good news is, with analytics
you can track what you spend and where, and also understand
where it was spent most effectively. Remember that guest house of yours
we’ve been talking about? Well, let’s take this a bit further and
pretend that it offers three themed rooms, “King Arthur,” “Modern Romance”
and “Football Fanatic.” To promote each of these let’s say you decide to run
separate search campaigns, with the goal of getting people
to visit your website and take a video tour
of one of these rooms. At the moment, business is pretty good. But you’d like
to take it to the next level. With an analytics tool, you can check the key words
you’re using for each of your campaigns, and immediately see
which are the most effective. Let’s have a look at your
“Modern Romance” campaign. When your key words “romantic guest house” or “guest house
for a romantic weekend” were used, visitors took a video tour of that room
about five percent of the time. This is known as
a five percent conversion rate for the goal of taking that video tour. But when people search for keywords
like “luxury romantic guest house” or “luxurious romantic guest house” the conversion rate
drops to only one percent. So you’ve found something
that you can improve, and there are lots of ways
that you might choose to do this. To start, you might want to look
at the relevant pages on your website and see if there are
changes that you could make. Take a look at all your luxury adverts
and test some different messages that might really highlight
either the video tour itself, or the luxury aspects
of your guest house. Whatever you decide to do, the key is that you’ll still
be tracking what happens after you make your changes. That means you’ll
be able to see if your fixes helped raise that 1 percent
conversion rate to something better. So, we’ve covered a few different ways
that you can measure the keywords you’re bidding on, but that’s just one part of it. Analytics can also help
you understand the impact of the actual ads you’re running. You know that you want to write ads
that are clear and compelling to the user, but ultimately, it’s those users that will decide
what’s clear and compelling to them. And that’s where analytics can help. Let’s go back to your
“Modern Romance” campaign. Imagine you have two different
ads with two different headlines: One reads, “Lockheart House” and the other reads
“romantic weekend accommodation”. Analytics tools can show you how
these headlines compare side-by-side. You can see which one
is more likely to get a click and send someone to your website, and which one is more likely to get
the visitor to take that video tour. This will tell you which
one you should be using. You can even use insights you learn here across other campaigns
and other areas of your website. The last thing we’re going to cover is how analytics tools
can help you understand just how much you should
be bidding for your ads, just so you know you’re getting
a good return on your SEM investments. If you’re using Google Analytics, which integrates deeply
with Google Adwords, you can see the keywords and ads
driving people to your website and what they do when they get there,
plus quite a bit more. For example, how much
you had to pay for each of those clicks, and how high up the results page
your bids put your ads. This gives you a lot of clarity into both
what you’re getting for your investment, as well as if it makes sense to you
to bid higher or lower to reach different positions
that work for your business. Let’s say you’re not
the only guest house in town, and you’ve got some competition
from Stewart’s Guest House. You might see that when
you bid enough to outdo Stewart, and your ad is in the top spot, it results in a conversion rate
of two percent. But, if you keep digging, your analytics tool might also tell you
that when you bid lower, and end up underneath Stewart, you get a little less traffic, but your conversion rate
jumps up to four percent. Of course, the ideal position and bid
for you will depend on lots of things. You might even find that it’s better
to be higher, or better to be lower. But the key is that by using analytics, you’ll know exactly
where you perform the best, and that means that you’ll
be getting more out of your investment than your competition. Whether you’re analyzing your keywords, your ads, or how you’re bidding
in your campaigns, analytics tools are essential to getting
the most out of your SEM investments. So, before you make
another update to your campaigns, make sure you drive
those decisions with data.

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