The SEM is about marketing in search engines, but to judge the campaign wisely, you need to know what the difference is between clicking, reporting and the actual customer — and how much we measure.
First, agree on the meaning of concepts
In SEM talks, the term can be used widely, for marketing in search engines, or as a thought abbreviation for paid campaigns. Therefore, the offer of cooperation should clearly indicate whether it covers advertising, organic activities or both areas. scope of SEM activities.
Regardless of the name, set a business goal. In the store it can be a paid order and in the services a valuable request. Clicking on advertising is an earlier stage, not confirming that the company has acquired a customer.
Which shows the average cost of clicking
In accordance with Google Ads definition average CPC is the cost of clicks divided by their number. This indicator describes the cost of bringing customers, but does not assess the quality of contacts itself.
An example is only an illustration of the calculation: the campaign cost PLN 200 and brought 100 clicks. The CPC average is PLN 2. From these data it is not yet clear how many people were interested in the offer or whether the expenditure turned up. These are not proposed rates or forecast effects.
Conversion cost requires a good definition
Google describes the CPA average In the previous example, four registered applications would cost PLN 50 per application. If only one meets the terms of the offer, the business evaluation will be different from that of four valuable conversations.
- Name the event: form sent, booking or purchase.
- Check that the measurement does not count the same action multiple times.
- Separate random reports from contacts matching the service.
- Compare periods, taking into account the delay in the customer's decision.
Use report to make decisions
Cheaper clicks do not have to mean a better campaign. Before limiting your budget, check the target page, advertising content and way of handling queries. It is worth compiling an advertising report with information from the interviewer. It is only such a connection that helps you choose what to improve in the next stage of the campaign.
