When it comes to SEM account management, there is a way to improve your account performance. Tracking is a very important thing. Some people might wonder how someone could spend thousands of dollars on behalf of your company, if you cannot track the results to prove that you were a success.
- Tracking is often overlooked or not properly maintained; without it, in the long run, most organizations will not allow you to have a budget. And if you can’t prove your results, you will get a reputation as a “bad steward.”
- For new SEM account managers, one of the most important things to get right is Google’s keyword “match types,” which define how searches will match against keywords.
- Relevance and a great user experience are critical in order to get people to take action. User experience is linked closely to targeting
“Smoothly running and decently performing SEM campaigns require getting three things right: tracking, targeting and a good user experience. If you can master these three areas, your campaigns will “deliver the goods” and get you conversions at a decent cost per acquisition (CPA), or sales at a solid return on ad spend (ROAS).”