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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.
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 :)