A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Check the source and definition of the benchmark.
- Compare funnel stage, market and campaign type.
- Use it as context rather than a guaranteed target.
A purchase conversion rate from retail does not set a reasonable expectation for enterprise software enquiries.
A mistake to avoid
Do not promise a client's result based on an unrelated industry average.
How to check progress
Report assumptions and compare progress against the business's own qualified outcomes.
Your action checklist
Use this checklist while reviewing your own setup. Checkmarks are temporary and stay in this open page.
Need the wider workflow?
This quick note covers one decision. For a worked example, decision table and a fuller implementation workflow, read Aligning search ads with landing-page intent.
Further reading
Official background resources for this topic. The workflow above is general guidance, not a guarantee of a particular result.
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