| Par for PPC results?
Is there any standard |
Tomatinns1
msg:3721344 | 6:26 pm on Aug 12, 2008 (gmt 0) |
It would be very helpful, in a macro way, if we could know the approximate results that we should expect in a PPC program for a small boutique mid priced hotel in a California Coastal City. Specifically, what is the approximate minimum, maximum, and average Click Through Rate that we should expect? And, what conversion rate should we expect? Just a general range, or average, will be very helpful. This type of "Par" expectation for both Click-throughs and Conversions would be very helpful, as we tweak our way through this confusing experience.
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Receptional
msg:3722968 | 2:56 pm on Aug 14, 2008 (gmt 0) |
Obviously, in a properly optimized campaign, the more you spend, the lower the overall CTR (in theory). Your Brand should have a much higher CTR than generics (and cost much less per click). I recommend setting separate benchmarks for brand terms vs others. Your vertical will also change the benchmark. However... Google has some tools to help you predict traffic levels. I'll give a suggested benchmark for you... but everyone after is likely to say "you can't predict a bencmark without knowing all the facts". They are right. But strive for a CTR of 10% on brand and 5% on generic. Then strive for 5% conversion on brand and 2% conversion on generic. I don't know if those numbers are right... but hey, you have to start somewhere :)
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Tomatinns1
msg:3723058 | 4:38 pm on Aug 14, 2008 (gmt 0) |
Thanks, What is my "vertical"? Having a rough benchmark is helpful. We're not yet doing that well. Thanks again.
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