Popular KPIs in Social Media Marketing (SMM)
| KPI | What It Measures | Formula |
|---|---|---|
| Reach | Number of unique users who saw your content | – |
| Impressions | Total number of times your content was displayed | – |
| Engagement Rate | Audience interaction with your content | (Likes + Comments + Shares + Saves) ÷ Reach × 100 |
| Click-Through Rate (CTR) | Percentage of people who clicked your ad | Clicks ÷ Impressions × 100 |
| Cost Per Click (CPC) | Average cost for each click | Spend ÷ Clicks |
| Cost Per Mille (CPM) | Cost per 1,000 impressions | Spend ÷ Impressions × 1,000 |
| Cost Per Lead (CPL) | Cost to generate one lead | Spend ÷ Leads |
| Conversion Rate | Percentage of users who completed a desired action | Conversions ÷ Clicks × 100 |
| Return on Ad Spend (ROAS) | Revenue generated per ₹1 spent | Revenue ÷ Ad Spend |
| Video Completion Rate | Percentage of viewers who watched the full video | Completed Views ÷ Total Views × 100 |
Popular KPIs in Google Ads
| KPI | Purpose |
|---|---|
| Clicks | Number of ad clicks |
| Impressions | Number of times ads appeared |
| CTR | Measures ad relevance |
| CPC | Cost for each click |
| Conversion Rate | Percentage of clicks that convert |
| Cost Per Conversion (CPA) | Cost to acquire one customer or lead |
| Quality Score | Google’s rating of keyword, ad, and landing page quality |
| Impression Share | Percentage of available impressions your ads received |
| ROAS | Revenue generated from ad spend |
| Search Lost IS (Budget/Rank) | Lost impression share due to budget or ad rank |
How to Research Keywords (Step-by-Step)
1. Identify Your Main Topic
Start with a broad keyword.
Example (Digital Marketing Academy):
- Digital Marketing Course
- SEO Course
- Google Ads Training
- Social Media Marketing Course
2. Use Google Autocomplete
Type your keyword into Google and note the suggestions.
Example:
- digital marketing course
- digital marketing course in Kerala
- digital marketing course near me
- digital marketing course with placement
These suggestions reflect common user searches.
3. Check “People Also Ask”
Search your topic and review the People Also Ask section.
Example:
- Is digital marketing a good career?
- Which digital marketing course is best?
- What is the course fee?
- How long does it take to learn?
These questions are great ideas for blog posts and videos.
4. Analyze Competitor Keywords
Look at what competitors are targeting:
- Their page titles
- Blog topics
- Meta descriptions
- Headings (H1, H2)
This helps identify keyword opportunities.
5. Use Keyword Research Tools
Popular tools include:
- Google Keyword Planner (free with a Google Ads account)
- Google Trends
- Ubersuggest
- Ahrefs
- Semrush
- Moz Keyword Explorer
Look for:
- Monthly search volume
- Competition
- Keyword difficulty
- Cost per click (CPC)
- Search intent
6. Find Long-Tail Keywords
Instead of:
❌ Digital Marketing
Use:
- ✅ Digital Marketing Course in Kochi
- ✅ Best SEO Course in Kerala
- ✅ Google Ads Training for Beginners
- ✅ Social Media Marketing Course Online
Long-tail keywords often have lower competition and higher conversion rates.
7. Understand Search Intent
| Intent | Example |
|---|---|
| Informational | What is SEO? |
| Navigational | Google Ads Login |
| Commercial | Best SEO Course in Kerala |
| Transactional | Enroll in Digital Marketing Course |
Match your content to the user’s intent.
8. Group Keywords
Example for an academy:
Primary Keyword
- Digital Marketing Course
Secondary Keywords
- SEO Training
- Google Ads Course
- Social Media Marketing Course
- Performance Marketing
Long-Tail Keywords
- Best Digital Marketing Institute in Kerala
- Digital Marketing Course with Internship
- Affordable SEO Course in Kochi
Keyword Research Workflow
- Choose a broad topic.
- Use Google Autocomplete for ideas.
- Review “People Also Ask.”
- Analyze competitors.
- Use keyword research tools to validate search volume and competition.
- Prioritize long-tail keywords.
- Group related keywords into content clusters.
- Create content that matches the search intent.
Pro Tip for Local Businesses
If your academy serves a specific area, combine your service with the location:
- Digital Marketing Course Kochi
- SEO Training Trivandrum
- Google Ads Course Calicut
- Best Digital Marketing Institute Kerala
These local keywords often attract people who are ready to enroll or contact you.