What do you do if your SEM career development lacks key metrics and analytics?

1 Learn the basics

Even if you don't have the most advanced or comprehensive metrics and analytics tools or data sources, you can still learn the basics of SEM measurement and analysis. You can use free or low-cost tools like Google Analytics, Google Search Console, Google Ads, Bing Ads, or Moz to track and report on some essential metrics like impressions, clicks, conversions, cost-per-click, quality score, bounce rate, and more. You can also learn how to use formulas, functions, and charts in Excel or Google Sheets to manipulate and visualize your data. These skills will help you understand the fundamentals of SEM metrics and analytics and prepare you for more complex and sophisticated tools and data sources.

2 Seek feedback and guidance

Another way to improve your SEM metrics and analytics skills is to seek feedback and guidance from other SEM professionals who have more experience or access to better tools and data sources. You can join online communities, forums, blogs, podcasts, webinars, or courses where you can ask questions, share insights, learn best practices, and get tips and recommendations. You can also network with your peers, mentors, or industry experts and ask them for feedback, advice, or referrals. You can also look for opportunities to collaborate, shadow, or intern with other SEM professionals who can show you how they use metrics and analytics to plan, execute, and evaluate their campaigns.

3 Experiment and test

A third way to enhance your SEM metrics and analytics skills is to experiment and test different strategies, tactics, and techniques on your own or with your clients or employers. You can use the metrics and analytics tools and data sources that you have to set goals, hypotheses, and benchmarks for your experiments and tests. You can then try different variables like keywords, bids, ad copies, landing pages, audiences, and more to see how they affect your results. You can then measure, analyze, and compare your outcomes and learn from your successes and failures. You can also document your findings and share them with your clients, employers, or peers to showcase your skills and knowledge.

4 Invest in yourself

A fourth way to boost your SEM metrics and analytics skills is to invest in yourself by acquiring more tools, data sources, certifications, or education. You can research and compare different metrics and analytics tools and data sources that are relevant and useful for your SEM goals and needs. You can then budget and allocate some funds to purchase or subscribe to them or ask your clients or employers to sponsor or reimburse you. You can also look for reputable and recognized certifications or courses that can help you learn more advanced and specialized metrics and analytics skills and knowledge. You can then add these credentials to your resume, portfolio, or profile to increase your credibility and marketability.

5 Keep up with trends and changes

A fifth and final way to improve your SEM metrics and analytics skills is to keep up with the trends and changes in the SEM industry and the metrics and analytics field. You can follow and subscribe to authoritative and reliable sources of information like blogs, podcasts, newsletters, magazines, or reports that cover the latest news, updates, research, and innovations in SEM metrics and analytics. You can also attend and participate in events, conferences, workshops, or webinars that feature experts, speakers, or panels who share their insights, experiences, and predictions on SEM metrics and analytics. You can then apply and adapt what you learn to your own SEM campaigns and strategies.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?