SEM - Reporting Training
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FunTranscript
00:00Today, we're going to be walking through some SEM reporting that Beasley provides clients.
00:14But first, I'd like to get into a little bit about the benefits of SEM as well as how it works.
00:20So the three main benefits that paid search marketing has is to reach goals.
00:27Search campaigns can help get more sales, leads, or website traffic in general.
00:34The targeting is highly relevant.
00:36So we're targeting people that are actively searching for your specific products or services.
00:43And the setup is easy.
00:45So it doesn't really require any special assets like display or video creative.
00:51The ads are made up of just copy that you would see on a Google search results page.
00:57And then a little bit as to how it works is the advertiser is only charged each time a user clicks on an ad.
01:08So when you compare that to a display campaign, in a display campaign, the advertiser is charged every time an ad actually appears.
01:17So in this case, the advertiser is only charged each time a user clicks on an actual ad.
01:26And then the ad is going to appear every time an auction is won.
01:30So the auction winners are determined by Google's artificial intelligence and which ads it thinks is most relevant.
01:38So what can determine how Google's AI thinks an ad is relevant enough?
01:46This is kind of based on the ad copy, the website relevance and quality.
01:51So we're talking about website speed and how relevant it is to the keywords and the ad copy that we're running.
01:58And then even if like another advertiser bids higher than your advertiser, the ad can still win the auction if it's more relevant than that other or more relevant for that user's particular search.
02:14So keep in mind this auction, the entire auction process takes place as a results page loads.
02:21So it happens very quickly and millions of times a day throughout Google's platform.
02:28So let's get into the campaign metrics.
02:32So a couple of basic metrics at the top that you'll see.
02:37That's going to be impressions.
02:38So that's how many times the ad shows or your ad wins any in particular auction.
02:45Then you'll see clicks.
02:47So that's how many times any different user clicks on the ad.
02:51And then the CTR or click-through rate is the percent of times your ad gets clicked on after it appears on the results page.
03:00And then conversions.
03:01These are going to be something that need to be set up using a site pixel.
03:06And then you'll see the next metric is phone calls.
03:10So if you want to track phone calls from your website, then we're going to have to be able to set a pixel up where that phone number is on the website.
03:21And then the phone calls also include phone calls from call extensions, which aren't necessarily driven by the pixels, but we can get into that a little later.
03:31So the next section you'll see is the keyword performance.
03:36So this is broken down by impressions, clicks, and CTR, that click-through rate again.
03:42And all the keywords are approved by the client before the campaign would go live.
03:48But these are basically the terms that we're aiming our advertising for.
03:52So if somebody is searching for these words, we want our ad to show up.
03:57Okay.
03:58And then the next thing we can break down is the ad group performance.
04:04So a little bit about ad groups.
04:07Campaigns are broken into these ad groups based on the products and services that the advertiser would like to promote.
04:13So in this example here, you'll see we're advertising for an indoor trampoline park.
04:20So we have three different ad groups.
04:22One is just a branded ad group where we're just targeting keywords that are directly tied towards the client's brand.
04:32So usually a lot of just like their company name and things like that.
04:36The next ad group is trampoline parks.
04:38So any keywords that have to do with trampoline parks.
04:41And then the next one is kind of separate, like kid activities.
04:45This is probably promoting different keywords that involve child parties or things like that.
04:52And again, the ad group performance is broken down by impressions and clicks.
04:58And these also, you'll see, include ad previews there in that second column.
05:05The next is a breakout of conversions.
05:08So like I said before, if a client wishes to track conversions, the next set of metrics here will show a breakout of conversions.
05:17It's recommended to include conversions to show how successful the campaign is.
05:22So again, to track conversions on the website, they'll need to install a pixel code, which will be provided by Beasley, along with instructions on how to do so.
05:32So we try to provide the best guidance we can there.
05:37And then the conversions, or as you'll see here in the reporting, the action name can be a form we're tracking, such as like a lead form.
05:46It could be calls we're tracking from a call tracking pixel on the website or from just those call extensions.
05:52And we can also track how many users visited three or more pages, or even viewed specific pages, if that is a concern.
06:05Okay.
06:06So then we kind of get into some different insights here.
06:09We can view clicks by device, so we can tell what devices are driving the most success for the campaign,
06:16in terms of who or what devices are getting the most clicks.
06:20This is something we can adjust.
06:24So if we're noticing, like in this example, the mobile devices with full browsers are getting the most amount of clicks.
06:30We can disable the other ones and only serve on mobile.
06:35We can also adjust the ad scheduling.
06:37So if we see better performance on a certain day of the week, we can always adjust that schedule
06:42and make sure we only run our ads a certain day or time of the week.
06:50And the advertiser can also get an idea of, it's on the next slide here.
06:55Let me show you, of the age and gender of the users that their ads are getting served to
07:02and adjust the audience if they choose as well.
07:04So, okay.
07:10So just a note on these metrics and the reporting that you just saw.
07:15The campaign manager will make optimizations based on the metrics above.
07:19There are many different parts of the campaign that can be optimized.
07:23Just to name a few off the top, ad copy is something, keyword types, bit strategy, ad scheduling,
07:31ad extensions, audience adjustments, as well as geo-targeting adjustments.
07:38We'll take all the information we see in this report on a monthly basis
07:42and do our best to make the right changes to the campaign.
07:48If you ever have any questions about any of the pieces and parts that make up a campaign
07:52and what can be optimized, please don't hesitate to reach out to your Beasley contact.
07:57Thank you so much.