In search of perspective, comparison, on in-house AdWords stats

[elwelsh]

I manage about 200 local businesses' AdWords campaigns, which link to "profile pages" that our company builds for these businesses (not to their corporate websites). I am in need of benchmarks with which to compare CTR based on our various budgets. For example, I don't know if 266 clicks/mo. for a real estate company with a budget of $350/mo. in Seattle is good or bad. Any idea where I can go for this information?

[abbottsys]

I manage about 200 local businesses' AdWords campaigns, which link to "profile pages" that our company builds for these businesses (not to their corporate websites). I am in need of benchmarks with which to compare CTR based on our various budgets. For example, I don't know if 266 clicks/mo. for a real estate company with a budget of $350/mo. in Seattle is good or bad. Any idea where I can go for this information?

I'm not sure how you could get reliable external benchmarks. There are so many variables, not least being geo-targeting. But, here's what I would do if I were in your position and had to report performance to my clients..

1) First, if you generate conversions on the "profile pages", I would use the adwords conversion code to get #conversions and cost/conversion as my reportable metics. Otherwise I would use metrics like #clicks, average CPC and average CTR.

2) I would then calculate the average for *your entire network of 200 clients*, and report any given client relative to that network average.

3) In other words, since you have so many clients, you're in a position to generate your own benchmark, and report an individual client against that benchmark.

4) You can even position your ability to measure against a network benchmark as a value added service.

[AussieWebmaster]

Are these 200 all different businesses? Running 3-4 companies PPC in the same business gets a little tricky.

[AussieWebmaster]

The other part as abbottsys metions you create your own numbers.... which has relevance for a given geo location..... all percentages need to be taken with a grain of sand (well maybe really a cup) - the impact of different ads, the number of competitors, presense in organic results as well as paid, conversion value of your landing page.... all impact CTR etc.