Tracking SEM

Tracking SEM (or PPC) campaigns is absolutely necessary to ensure that your pay per click ads are effective and attractive enough to bring the right visitors to your site. By tracking SEM results, you also have a good idea of how and where to adjust your paid ad strategy. Ads that don’t compel users to click, for example, should be rewritten. Pages that don’t produce conversions may need to have a more clear call to action. You can learn a lot by looking at SEM data.

Tracking SEM To Measure Keyword Performance

Regular tracking is necessary to monitor whether your key words have to be replaced too. With your SEM analytics program,  you can see the performance of each keyword: how many clicks each one got, how much each click cost, the click through rate of each, the conversion rate, and more. This will help you decide which keywords to target in your SEO strategy as well, since you’ll have actual keyword performance data, which is priceless.

Google’s Quality Score is another good measure when you are tracking SEM. It is determined by a variety of factors (including the alignment of keyword with ad with landing page) and influences how much you have to pay per click. There are many tactics you can use to improve your Quality Score, including separating your campaigns into smaller, more targeted campaigns.

Tracking SEM To Measure ROI

Finally, tracking SEM is critical to maximizing your PPC ROI. If you are spending most of your money on keywords that don’t convert into sales, you can easily redirect your spend to better converting keywords. Every successful SEM campaign requires testing, analysis, and revision.