Guide to PPC Benchmarking

There are thousands of pay-per-click marketers out there, each with different business models, campaign strategies, and unique benchmarks. Thanks to MarketingSherpa, we're able to get a sneak peek at what many search marketers are already doing and the results they are seeing. Scroll down to skip to the report, or keep reading to learn how I setup my PPC architecture.

My PPC Strategy Recommendation

Using keywords from your competitors' websites (sitemaps or keyword extraction) and Trellian's Keyword Discovery Tool, design your campaigns to perform.

Always buy your branded terms; even though you should eventually rank high organically (this insures prominence). Continue building your campaigns based on business competencies, or "core terms", these will have higher conversion rates and lower costs if positioned in the 3rd or 4th spot in the Sponsored Results. Create lower-converting campaigns and attempt to position yourself in the 4th or 5th position for these terms.

Never expand into the content networks until your budget is greater than your spend.

Delete terms that have had clicks, but zero conversions for a six-week term or longer. Add new ad creative and special landing pages constantly - remember your value proposition in all your ads

MarketingSherpa PPC Report

All-new Search Benchmark has 210 charts of useful data so you can compare your campaigns to the "norm":

• Cost per click
• Average click rate
• Conversion rates
• How much marketers really budget for search
• Optimization vs PPC results

3,271 search marketers revealed real-life results data to MarketingSherpa's Benchmark Guide for you:
http://www.sherpastore.com/c/a.pl?9382&p.cfm/2166