How healthy is your Paid Search program? Rolling into the holidays, it's important to make sure your program is in tip top shape. It's a good time to take a careful look under the hood to make sure the fundamental economics of PPC are being well-handled. We thought it was also a good time to take a look at some industry stats that can serve as useful benchmarks for monitoring the growth and health of your program. Two key stats from yesterday's post:
- the ratio of non-brand competitive search sales to total PPC sales. Whether the number is high or low has as much to do with the power of off-line marketing efforts as anything, but the trend can indicate the relative progress of the program.
- the ratio of non-brand PPC sales to total site sales. Again, the overall number is less important than the trend.
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