PPC Conversion Rate

[Esk247]

Does anyone have any examples of a good PPC Conversion Rate for retail?

We are targeting 3% upwards for the website from Google but from PPC we're currently at 0.67% conversions...is this good? bad? or ugly?

I'd of thought our PPC should be aiming for 5% conversion upwards as we are driving traffic straight to our product pages.

 

[BobbyBoy]

Conversion rate will depend on how well you adwords account is set up and how good you ads are - sounds to me like you may have an issue with your adwords.

Suggest downloading the search terms used to trigger your ads and see what terms your ads are appearing for - this would help you to improve your negative keyword list.

Hope this helps

Bobby

 

[directmarketingadvice]

Does anyone have any examples of a good PPC Conversion Rate for retail?

We are targeting 3% upwards for the website from Google but from PPC we're currently at 0.67% conversions...is this good? bad? or ugly?

I'd of thought our PPC should be aiming for 5% conversion upwards as we are driving traffic straight to our product pages.

If it's like-for-like search terms and you're only getting around 25% of the conversion rate you're getting from organic, there's a problem somewhere.

Steve

 

[lari]

Does anyone have any examples of a good PPC Conversion Rate for retail?

We are targeting 3% upwards for the website from Google but from PPC we're currently at 0.67% conversions...is this good? bad? or ugly?

I'd of thought our PPC should be aiming for 5% conversion upwards as we are driving traffic straight to our product pages.

Average conversion rates for retail are typically less than 2 %, but it all depends on the sector, competition, ad quality etc.

AdWords conversion rates should be comparable with organic search, so if they aren't I'd check a few basic things:

- are you getting most of your clicks from search or display networks? Quite often the conversion rate on one of the two is significantly worse.
- are you using the right keywords? Often advertisers use "broad match" keywords that show the ads on loads of irrelevant search terms. Look up the search query report to see what search terms your ads really appear on.
- are you using your own brand keywords? If you aren't paying for own-brand keywords, you'll probably find that your organic conversions from Google are often resulting from your own search terms.

You can do a lot of analysis in Google Analytics to compare free and paid Google visits and often you'll find loads of good ideas for PPC keywords from the organic search terms that have brought you conversions.

 

[Andrew Baker]

Does anyone have any examples of a good PPC Conversion Rate for retail?

We are targeting 3% upwards for the website from Google but from PPC we're currently at 0.67% conversions...is this good? bad? or ugly?

I'd of thought our PPC should be aiming for 5% conversion upwards as we are driving traffic straight to our product pages.

I think you are right to be aiming higher, if you are achieving 3% conversion rate from organic then you should expect similar if not higher conversion rates for your PPC campaigns...

A few things to consider, as Lari mentioned, you need to compare like for like so for the 3% organic conversion rate, what are the keywords driving these conversions?

If you have ecommerce configured & GA installed & linked to AdWords try this:-

Run a report in GA v5 (Beta) to do the following:-

Select Traffic Sources > Search > Organic
Select Keyword (by typing it) as the secondary dimension
Select Ecommerce on the Explorer tab
Set the advance Filter to include "transactions" greater than 0 (this shows only converting KWs)
Make sure you expand the rows to show all KWs (they're may be a few)

You can d/l the report as an CSV for Excel using the Export button, you can then filter, sort the data however you wish to.

Select Traffic Sources > AdWords > Keywords
Important - Select "Matched Search Query" instead of "Keyword" from the viewing metric
Select Ecommerce on the Explorer tab
Set the advance Filter to include "transactions" greater than 0 (this shows only converting KWs)
Make sure you expand the rows to show all KWs (they're may be a few)

You can d/l this report as well.

Now you can compare both data sets for KWs.

It's also worth revisiting the above reports but look at the site usage metrics to see where there are potential issues.

Do you use conversion funnels in analytics, if not I would highly recommend setting these up so you can monitor your prospects as they navigate through your sales funnel. You will see if there are any steps in your funnel where prospects are falling out. Address these areas and you could significantly improve your conversion rates.

Hope that helps,

Andrew Baker