Hi Nichole,
I spoke to a couple adCenter media specialists, Shefali & Kristee, to get their thoughts on this. This is a tough question to answer, because the answer is different for everyone, but here are a couple of things for you to think about:
-- KPI’s (key performance indicators) are dependent on the industry or vertical (retail, financial services, travel, etc.) you’re in. Seasonality can also affect your KPI’s (holiday shopping season, economic changes or slumps, etc.). So what’s a “good” number depends in part on these factors, and they also may change over time, sometimes from week to week. Determining the best numbers for your campaigns specifically can be a continual process, where you’re watching your numbers month over month and seeing what happens over time.
-- Brand names can also be a factor that varies from account to account. If an account has a lot of brand name or trademarked terms, the CTR for those types of accounts may be higher, whereas accounts without that type of branding may generally be lower.
-- Since you’re just starting out, consider bidding aggressively early on here – this will help you establish your CTR and then over time, your CPC’s will decrease.
-- And, be sure to watch your campaign performance to see what’s working best for you, then optimize for what you find. What’s driving the most traffic for you? For some ideas on what to watch for in your reports, take a look at Justin’s blog post, Help improve your adCenter campaign performance with adCenter reports.
I know these answers are not very specific, but hopefully this will help give you an idea of some things to consider as your working out your KPI’s.
Does anyone else have thoughts to share on this topic to help Nichole out?
Carolyn Miller
adCenter Community Team PM