Currently, most of the Brands are spending 30% extra CPL/CPL in Google Adwords Campaigns
Below are the benchmarks which Google Adwords Campaign management team needs to maintain
|For Brand Keywords|
|Quality Score –||9+|
|Search Impression share-||90%+ ( if budgets optimum )|
|Bounce Rate –||25% ( If LP is website )|
|Leads/Sales Share –||30% ( If Budgets are good enough & more volume required )|
|For Non-Brand & Generic Keywords|
|Quality Score –||7+ for top 300 performing keywords|
|Search Impression share –||70%+ ( if budgets optimum )|
|Bounce Rate –||33-45% ( If LP is website )|
|Leads/Sales Share –||70% ( If Budgets are good enough & more volume required )|
Every Digital & Marketing Head must ask questions to campaign management team about above benchmarks Campaign Management Teams to get best efficiency & ROI. If Above benchmarks are achieved then CPL/CPA will be reduced by min 30%.
1.Campaign management fees should be different on spends done on Brand Keywords & Non-Brand Keywords. Most of the Agencies are getting 70-80% sales from only brand keywords. Non-Brand Keywords are not even assisting in sales. Most of the clients since they don’t understand in-depth Google Adwords & Paid Search, they don’t check/ask this. Anyone can show performance on brand keywords, Real management & strategy required for Non-Brand & Generic Keywords.
2. Every brand must do Google Adwords Campaign Audit by third party experts to keep the check on Agencies.
3. Brands also must invest enough to optimise websites to improve efficiency.