How can you effectively analyze SEM data from Google for better results?

Effectively analyzing SEM data from Google requires a systematic approach that combines both quantitative metrics and qualitative insights. Google Analytics and Google Ads provide a wealth of data that, when analyzed correctly, can offer valuable insights into user behavior, campaign performance, and areas for improvement. The first step is to segment your data by audience, device, location, and keyword to understand how different segments perform. This segmentation helps identify which parts of your campaign are driving conversions and which may need adjustments. From there, focus on key performance indicators (KPIs) such as click-through rate (CTR), cost-per-click (CPC), and conversion rate to evaluate the overall effectiveness of the campaign. In addition to these metrics, it’s important to monitor more nuanced data like quality score and bounce rate, as these can provide insight into how well your ads and landing pages are resonating with users. Regularly reviewing this data allows for timely optimizations, such as adjusting bids for underperforming keywords or revising ad copy to improve relevancy. Using automated tools like Google’s Smart Bidding can further enhance results by optimizing bids based on real-time data.

The way I like to do it is by asking questions and then trying to find the answer.

• “Average cost per click has increased… why?”
• “Conversions have decreased… what caused this?”
• “ROAS has increased, great, let’s do more, what would it look like if I made X change?”

A Google Ads account manager should keep a diary or a backlog of changes made so that one week you can make a change and the next, review that change to see if it paid off.

A Google Ads account manager that doesn’t do anything and just sets up the campaigns and lets them run, isn’t really an account manager. Because they’re not managing anything.

This is why it’s crucial to stay on top of your accounts each and every week, trying to keep pushing, optimizing and improving your campaigns for better results.

Ask questions

Go down rabbit holes

Find answers

Come back up for air (and grab a coffee)

Document and implement changes

Review after adequate time has passed.

When running Google Ads, it's important to monitor and focus on metrics that align with your specific goals. By focusing on the right metrics for your specific campaign goals, you can make data-driven decisions to optimize performance and maximize ROAS. Don't forget to regularly review and adjust your strategy based on these insights. Here are the top metrics to track based on different campaign objectives.

For campaigns aimed at generating conversions, leads, sales, or phone calls, prioritize:

• Return on Ad Spend (ROAS)
• Conversion Value
• Conversion Rate
• Cost Per Conversion

For newly launched Google Ads campaigns with limited, insufficient conversion data, focus on these metrics to ensure you're attracting quality traffic and optimizing ad relevance before shifting to conversion-centric metrics:

• Click-Through Rate (CTR)
• Cost Per Click (CPC)
• Average Position
• Impression Share
• Quality Score

If your goal is to build brand awareness use these metrics to gauge the visibility and impact of your ads on your target audience:

• Impressions
• Reach
• Frequency
• Click-Through Rate (CTR)
• View-Through Rate (for video ads)

Always monitor these universal metrics to ensure overall campaign health and efficiency:

• Budget Utilization
• Quality Score
• Search Impression Share