How can Indian IT firms measure the success of their SEM campaigns?
1. Track Conversions and Cost-Per-Conversion
- Measure completed actions like demo bookings, lead form submissions, or software purchases
- Use Google Ads conversion tracking or integrate with CRM tools
- Calculate cost-per-conversion (CPC) to assess campaign efficiency
- Helps identify which keywords and ads drive business results
- Focuses on outcomes, not just clicks
2. Monitor Click-Through Rate (CTR)
- Shows the percentage of users who clicked on your ad after seeing it
- Higher CTR indicates ad relevance and strong messaging
- Compare CTR across different keywords, locations, and devices
- Aids in optimizing headlines, descriptions, and extensions
- Impacts Quality Score and lowers overall ad costs
3. Evaluate Quality Score and Ad Rank
- Quality Score is based on keyword relevance, landing page experience, and expected CTR
- Ad Rank determines position and competitiveness in search results
- Higher scores lead to better placements at lower cost-per-click (CPC)
- Monitor these scores to maintain high campaign performance
- Indicates user experience and ad strength
4. Analyze Keyword Performance
- Review which keywords generate the most clicks, leads, or conversions
- Pause or adjust underperforming keywords to avoid budget waste
- Use search term reports to discover new long-tail opportunities
- Segment performance by match types: broad, phrase, exact
- Helps refine targeting and ad group structure
5. Measure ROI and Return on Ad Spend (ROAS)
- Calculate total revenue generated vs. ad spend
- ROAS = (Revenue ÷ Advertising Cost) × 100
- Assesses profitability of each campaign or product line
- Essential for budget scaling and forecasting
- Aligns SEM results with business growth metrics
