With the right combination of keywords and creative would help the site convert the visitors into customers. Retaining the visitors and growing the business is another integral part of PPC. As for every dollar spend measurement and optimization is always critical to hit the goal. In the end it is always a best practice to benchmark the conversion rate within the vertical the business is competing.
Verticals
|
Conversion Rare (%)
|
Catalog
|
6.1
|
Specialty Stores
|
3.9
|
Fashion/apparel
|
2.2
|
Travel
|
2.1
|
Home and Furnishing
|
2.0
|
Sport/Outdoors
|
1.4
|
Electronics
|
1.1
|
All verticals
|
2.3
|
Source: Fireclick Index
|
Conversion is not only the factor of Clicks and Impression but there are other external factor along with the product, presentation of information and pricing policy.
But it is always essential to benchmark the conversion rate with the market standard. It is wise to attract visitors and to keep increasing the clicks but the conversion rate should not follow a downwards trend. It is always a best practice to check over the quality of traffic and kil those non-converting traffic sources. Optimization is a vital source to improve the performance of the campaign.
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