Benchmarking Data for BtoB AdWord Programs

Benchmarking

[SEM_Seeker]

I'm new to postings such as this, so if I need to be in another forum, pls advise.

I work in a BtoB environment and about 1.5 months ago I launched a new AdWord campaign. Our PPC agency provided the usual stats for us, and the first question my manager asked was, "how do you know if the results from the campaign are good or bad? Is there any industry benchmarking info available that can tell us?" I've done some initial research looking for benchmark info, but have not found anything. If anyone can help with this, I'd really appreciate it. Thanks.

[poster_boy]

Unfortunately, there really isn't any industry benchmarketing data... this industry changes much too fast. Even the few tools that are available for forecasting clicks or spend from the SE's themselves are wildly inaccurate (see: [webmasterworld.com...] )- so you cannot even benchmark your agencies performance against these figures.

The only way, IMHO, to measure how your campaign is performing is based on the goals that you've communicated to your agency. Are they achieving your conversion targets within your cost constraints? If yes, how are they planning to drive even more profitable clicks? If no, are they clearly communicating how they plan to? Based on what you've read here, does their plan sound realistic? Are they aware of the most recent issues posted about here?

Good luck.

[TMF_Melissa]

Marketing Sherpa for B2B benchmarking

B2B is very target market specific so benchmarketing is a challenge.

I've come from that side of the world and while the case can be said that B searchers take fewer searches before they buy, they are also more competitive and price shoppers.

[SEM_Seeker]

Thanks for your help with this. I really appreciate it.

Diana