1. Tom Beyer Silver

    Head of Ecommerce at EziBuy Group

    21 January 2010 03:19am

    Tom Beyer

    Hi there,

     

    I'm Head of E-Commerce at a successful online retailer, looking to better quantify my current PPC spend.

     

    Specifically, I am looking to benchmark key PPC metrics for Apparel sellers with both Catalog and Online channels. I'm specifically interested in:

    - CPC (brand and non-brand, product generic and product specific)

    - CPA (brand and non-brand)

    - CTR and conversion

    - Cost-of-sale, and earnings per click

    I'd like to hear from the perspective of both AdWords management and Google Analytics tracking (some subtle differences), and am looking to understand only the media spend costs (i.e. direct costs exclusive of agency fees)

     

    Any ideas & assistance much appreciated!

     

    Thanks

    Tom

  2. Chloë Thomas Gold

    Managing Director at indiumonline

    25 January 2010 12:37pm

    Chloë Thomas

    Hi Tom,

    Wow! That's a big question you're asking there! With a whole world of caveats and what ifs.

    I can't go into too much detail on what I've seen businesses achieve in any of these stats - but I can give you some broad benchmarks / advice, so I hope that helps, (this is all from the Adwords perspective):

    1. CPC - does it make you money / meet your objectives? That's your number 1 priority. These are so affected by quality score and the keywords you're targetting that's it's going to be hard to get a benchmark. However, if you're paying more than 10p per click for your own brand terms - you need to find a way to pay less.
    2. CPA - your own brand terms should be highly profitable - but then you're only really bidding on them to insure you get your own traffic to your site - so they should be profitable really!
    3. Conversion rates - for brand terms should be higher than that of your website in general. For non-brand terms, might be a lot lower or a lot higher (depending on the keyword / adtext / landing page) but the key is - is that traffic meeting your profit objectives?

    Hope that helps - do let me know if you've any other queries.

    Chloe

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