Analyze which key metrics affect SEM advertising optimization decisions

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Many enterprises and SEM marketing consultants in the optimization of SEM advertising, there will be a lot of confusion. Hundreds of web site analysis reports and competitive advertising conversion tracking report, in the end which report, which report of the key KPI metrics can be used as our optimization of SEM advertising decision? We take Google Analytics as an example to illustrate the main KPI metrics that affect the SEM optimization decision.

One: Bounce rate (bounce rate)

The bounce rate (bounce rate) is one of the most important KPI metrics to optimize the SEM advertisement, and the bounce rate is also the most responsive to the quality of the advertising Media KPI measurement, SEM advertising ads will bring a lot of value users, but how many proportion of users are really interested in our products or services? Bounce rate (bounce rate) can help us to solve these problems, such as: from the Baidu source "switch" this keyword, the corresponding jump rate is 80%, indicating that we put the group of ads has 100 users come in, only 20 people will continue to in-depth visit our website, 80 people are directly away from landing page pages. This group of keyword delivery is certainly not cost-effective, the return on investment is very low, which affects the rate of jump out of a number of major factors,

A, advertising originality and landing page relevance

b, extensive matching caused by matching errors, try not to put too broad keywords (for example, Google for a wide range of matching phrases and synonyms match, if the ads is a wide range of matching "switch" keyword, then the user if the search "traditional characters switch" can also let this group of ads show, But this phrase has nothing to do with the product that The Advertiser sells, and invalid clicks directly affect the bounce rate data. If you want to know how to analyze the actual search data of the users of Google's matching keywords, please visit my blog, how to let Google Analytics stop stealing adwords keyword data?

C, network access speed and Web page user experience impact (users can not open the page normally, but the process of the implementation of the analysis Code; web pages for mainstream browser compatibility issues, causing users to open less readable pages)

D, landingpage design problems (such as users into the landing page, there is no certain bright spot or advantage to impress the customer's desire to buy) about landing page Design please refer to my blog, 8 tips to convert design to successful sales now, You can carefully analyze which factors affect the bounce rate data, get the corresponding decision data!

Second, the average site stay time (Average times on site)

Site average stay time (Average times on site), can accurately respond to the user to enter the landing page after the AD main product/service, the degree of interest. Because this is a mean value, it has a certain reference. If most users enter the landing page can stay 2-5 minutes, indicating that advertising and landing page design are very in place; If the average stay is within 30 seconds, the user is less interested. Of course, this is not absolute, and landing page Choice also has a certain relationship, such as the use of the home page, usually stay time is higher, if the landing page does not have any accessible links, only a form, then stay time is not suitable as a measure of the Optimization KPI, This environment is suitable for target conversion as a key optimization metric.

about how to optimize KPI metrics, you can visit my blog, how to effectively optimize the site's key metrics (keys configured depicting)?

Iii. Target conversion (goal conversions)

Target conversion (goal conversions) is the most important KPI metric for optimizing SEM ads! Why do you say that? because it represents the ads we put in the user, the actual proportion of users are the most valuable users of our site. It can also be said that which users are the most contributors to our site KPI conversion users. Through the target conversion metrics we can learn about the content of our web site, or the keyword corresponding to the target conversion rate and conversion values. Which keywords or what content Web site to our goal conversion contribution larger then continue to increase the launch, which is the conversion rate is low keyword or no conversion rate of keywords, we directly suspend the launch.

With the above three major KPI metrics, optimizing SEM advertising will become simpler!