Head of Ecommerce at EziBuy Group
21 January 2010 03:19am
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!
Managing Director at Digital Gearbox
25 January 2010 12:37pm
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):
Hope that helps - do let me know if you've any other queries.
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