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Par for PPC results?

Is there any standard

     
6:26 pm on Aug 12, 2008 (gmt 0)

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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.

2:56 pm on Aug 14, 2008 (gmt 0)

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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 :)

4:38 pm on Aug 14, 2008 (gmt 0)

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Thanks,

What is my "vertical"?

Having a rough benchmark is helpful. We're not yet doing that well. Thanks again.

 

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