Google keyword tool

[ljean]

Say I am trying to sell a very specific item, like a "6 foot tall lighted bar stool" (made up product of course). I would expect something this specific to have a high click thru rate, but assuming everything else is equal (price, quality, presentation, etc) what is the minimum monthly searches I would need to expect to sell x of these per month?

 

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[eliquid]

Say I am trying to sell a very specific item, like a "6 foot tall lighted bar stool" (made up product of course). I would expect something this specific to have a high click thru rate, but assuming everything else is equal (price, quality, presentation, etc) what is the minimum monthly searches I would need to expect to sell x of these per month?

If you work backwards from industry averages, I can tell what it COULD be with PPC.

Average CTR on search PPC ads is about 2%
So out of 10000 impressions ( searches ) you are going to get 200 people to click over to your landing page

Average conversion rate across most industries is about 2-3% within PPC for search too.
So out of those 200 potential customers, you might get 4 to purchase.


Again, these are averages across many different industries and there are a lot of bad PPC marketers out there.

I've seen CTRs for great campaigns and ads way higher. Same for conversion rates.

Personally, I aim for 5% CTR and 10% conversion rate JUST TO START OUT and then improve from that point. But I think the numbers above are what you should aim for safe planning if you are new to this.

 

[Andy Black]

If you work backwards from industry averages, I can tell what it COULD be with PPC.

Average CTR on search PPC ads is about 2%
So out of 10000 impressions ( searches ) you are going to get 200 people to click over to your landing page

Average conversion rate across most industries is about 2-3% within PPC for search too.
So out of those 200 potential customers, you might get 4 to purchase.


Again, these are averages across many different industries and there are a lot of bad PPC marketers out there.

I've seen CTRs for great campaigns and ads way higher. Same for conversion rates.

Personally, I aim for 5% CTR and 10% conversion rate JUST TO START OUT and then improve from that point. But I think the numbers above are what you should aim for safe planning if you are new to this.

Interesting @eliquid.

For eCommerce clients I'm probably aiming for 5-10% CTR at the start. I have less control over the Click-To-Sale-Rate as their landing pages could be a disaster of distracting links and their offer could compare badly to the market.

Most of my clients are local lead gen. For these I'm gunning for 10-20% CTR and 10-20%+ Click-To-Enquiry-Rate (not Click-To-Sale-Rate) out of the gate. It so depends on the vertical and the offer. Plumbing emergencies should have a higher Click-To-Sale-Rate than, say, Carribean Cruises.


OP. The Keyword Planner gives estimates for monthly searches, not how many impressions YOU will get. It won't tell you what Impression Share you'll get for a given ad position, bid price and CPC.

My first step is to typically load campaigns and count impressions.

 

[eliquid]

@Andy Black

Yeah, this is where I got the low averages from before

I try to aim higher as a person start/baseline and work up from there myself, but it does depend on vertical and such.

 

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