In the world of online advertising, it’s so easy to get lost in all numbers! How can you tell if you are successful? Are you better, worse or equivalent to others in your industry? Knowing the key PPC metrics from industry benchmarks can help you find out where you are compared to the industry average. However, benchmarking has several advantages other than just seeing what is the standard in the industry. If you comply with the current standards, you can commit to better performance, prioritize areas for improvement, use areas of strength that are all based on data!
I’ve visited over 20,000 US WordStream customer accounts that have advertised on Google’s search and display networks. These accounts come from over 20 different industries, so you can find a similar one. Each industry has its own benchmarks for four key indicators:
- Clickthrough rate (CTR)
- Cost per click (CPC)
- Conversion Rate (CVR)
- Action Per Action (CPA)
Set the free version of this month for all four of these benchmarks WordStream webinar on Wednesday March 11th. With Mike Emiliani’s help, I will dive into the four PPC metrics for each industry with key insights and recommendations!
Here is an exclusive look at the first two benchmarks.
Clickthrough rate (CTR)
The average click rate in Google Ads across all industries is 3.52% to search. Industries like Arts & Entertainment and Travel & Tourism have a much higher click-through rate 9%. That makes sense – these industries have much more adaptability!
In the opposite direction, the finance and internet & telecommunications industries have a much lower click rate. In industries with below-average click-through rates, we recommend a few approaches. We’ll go into details here in the webinar.
Cost per click (CPC)
The average cost per click across all industries is significantly lower than when searching. CPCs tend to be cheaper to search than search because the ad shows ads to people who already meet certain criteria, while search ads are only activated when someone is proactively searching for something. Display ads are more focused on people volume, and search ads are more focused on specific intent. For this reason, we recommend trying different types of display strategies together. During the webinar, you will learn how to stack these strategies to get the best results.
Talk Rate (CVR) and Cost per Action (CPA)
I can until WebinarI can let you know why industry benchmarks are particularly useful for these two metrics. The conversion rate fluctuates – more than any other key figure – depending on the industry.
Our conversion rate benchmarks for 2019.
And CPAs have changed dramatically in recent years. That said, if you base your strategy on last year’s data or disregarding the value of your customer’s lifetime, it’s time to recheck.
Don’t forget to register!
Today’s preview has just begun to delve into the unpublished data of the Google Ads industry. During the webinar, Mike and I will examine the individual metrics for you with specific industry benchmarks and recommendations. Get your seat!
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