As a digital marketer, it’s your job to ensure the successful implementation of your clients’ digital marketing plans. If part of your offerings include managing clients’ SEM, then it’s essential to have a solid in-house SEM reporting system to keep track of all of the different APIs represented in your business. You can choose to use a disjointed collection of SEM reporting strategies across multiple channels, or you can design a custom SEM reporting solution to integrate all of your specific workflow systems, tracking codes, and interfaces.

If you are considering creating a custom SEM reporting system, here are some things to consider to make sure your system is as effective and efficient as possible.

Why Use Custom SEM Reporting?

There are a plethora of reasons why a digital marketing agency might opt for a custom SEM reporting solution. Time is often a factor, as complicated reporting systems require more time to analyze, and subsequent reports take longer to compile. Another factor is ease and accessibility. If your marketing strategy includes multiple platforms and tools that don’t communicate with one another, a custom SEM reporting solution can make the process faster and more user friendly.
But perhaps the most compelling reason to use a custom reporting solution is to increase your company’s scalability. Every custom SEM reporting system will be unique, but it should have a structure that allows you to maintain best practices and scale your business. As you grow, your current reporting solution might not be able to handle the increased volume. Also, without a reporting solution that is built to your needs, you could end up losing revenue as your campaign volume increases.

Factors to Consider When Choosing A Custom SEM Reporting Partner

When choosing a company to design a custom SEM reporting system for your agency, it’s important to consider a few factors.

First, make sure the company has a clear understanding of your vision and objectives for your custom SEM reporting system. This may mean vetting several development shops and having in-depth conversations about your goals and plans for growth. Work only with a technology partner that you’re confident will develop a system to suit your specific needs. The technology partner should also have significant domain knowledge and have an agile methodology for keeping up with the market.

TangoCode’s SEM Reporting Development Process

TangoCode’s custom SEM reporting solution development process always begins with a comprehensive consultation, which allows us to fully align with your business’s goals and concerns. A full consultation should be an expected component of the customization process. Technology partners with ample industry experience will have the most insight and understanding of your needs.

Another step in our reporting development process is the implementation of design sprints. Design sprints allow our clients to validate a business idea in one week without the inherent risks of starting a new program. These design sprints are ideal for answering business questions related to designing a new product or feature, creating a new workflow, or fixing an existing business problem.

Other components to a successful SEM reporting system include a deliverable or product backlog, a release plan and roadmap to success, testing and continuous integration of new APIs and products, review and feedback of existing systems, and ongoing system refinement.

Custom SEM Reporting System Case Study

L2T Media is an award-winning, Chicago-based digital marketing agency. They needed a custom SEM reporting solution to address several concerns:

  • They wanted to make their business scalable
  • They needed to offer additional value to their clients
  • A proprietary software program would help them become a Google SMB Premier Partner

To address their specific challenges, they worked with TangoCode to develop a two-part dynamic solution to accomplish their goals. The solution included a Comprehensive Workflow Application (to improve the efficiency of L2Ts internal workflow) and a digital marketing platform (to aggregate and automate all digital marketing products).

As a result of their collaboration with TangoCode, L2T was able to become a Google SMB Premier Partner, increase their value to their clients, and earn several accolades, including a spot on Deloitte’s Technology Fast 500 List.