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100 Important PPC Statistics That Will Impact Your Search Ads

100-Important-PPC-Statistics-That-Will-Impact-Your-Search-Ads

There is always debate among marketers what the effective uses of a marketing budget are.

But, one thing almost all of them agree on is that even though pay-per-click (PPC) ads have been around for some time, they are still one of the most effective forms of advertising.

With popular platforms such as Google Ads and Facebook offering incredible targeting for specific consumers and their budget-friendly pricing, it's no wonder that 74% of businesses are investing in PPC.

If you want to make the case to your company execs that PPC should be a bigger part of your marketing teams role, then check out these stats below that show just how effective it can be as a marketing channel and what trends we are seeing in the PPC space through 2019.

Why Your Business Needs To Be Using PPC

PPC ads are helping brands generate leads, increase awareness, get into the search results and have an almost immediate impact, with clearly measurable results.

When used in conjunction with other marketing strategies they can become one of your most powerful revenue streams.

However, not every business is using PPC, whether you don't have an in-house expert to manage campaigns, or don't have the time or budget to add it into your marketing strategy, once you see the stats below you will realize these are small hurdles you can overcome to see some great results from PPC.

  • Facebook’s ad revenues exceed the entire print industry in 2019 (EMarketer)
  • Search ads can increase businesses brand awareness by up to 80 percent. (SEO Tribunal)
  • Traffic that comes through PPC ads brings in 50 percent more lead conversions than organic search traffic. (Wordlead)
  • PPC ads and organic search links are difficult for internet users to distinguish, with 46 percent saying they can not readily tell the difference. (PPC resellers)
  • 46 percent of clicks on a page go to the top 3 PPC ads. (Powertraffick)
  • PPC puts you at the top of the SERPS which is vital to have a thriving online business as 75 percent of users never get past the first page of the SERPs. If you're not getting in one of those slots you are losing three-quarters of market exposure. (biztraffic)
  • 41% of all click-throughs in the SERPs go to the top 3 results. That combined with 75 percent not making it past the first page means you need to take every advantage you can get and PPC is an effective and often speedy way to get you at the top of the SERPs.

SEO vs PPC

There is often some debate between marketers whether SEO or PPC is the more effective strategy. In most cases, you will see the best results by incorporating both into your marketing plan.

They are two very different types of marketing and have different benefits, with PPC, results are often easily measured and more immediate than with SEO which is a longer-term strategy.

Here are some stats to show you why you should be giving PPC at least the same level of priority as SEO:

  • Click-throughs from PPC results convert at a 1.5 times higher rate than their organic counterparts. (New Media Campaigns)
  • Website visitors that come through PPC make purchases 50 percent more often than visitors that come through organic sources. (Unbounce)
  • PPC delivers fast results, being able to get you on the first page of the SERPs for your keywords in just one day. (New Media Campaigns)
  • PPC metrics are easier to gather than SEO, making it much easier to ascertain how effective campaigns are and what your ROI is. (Unbounce)
  • These stats may make it seem like PPC is the better investment but that doesn't mean you should ignore SEO, in fact, PPC is more effective when used as part of a larger marketing strategy that includes SEO. (New Media Campaigns)

 

PPC for Local Businesses

Local business is relying more and more on search engines and social platforms. Where once, they would have been eclipsed by larger national business these days things are turning around.

“Near me” searches have seen a 500% growth over the last two years on Google leading to many local businesses jumping into the world of digital marketing and specifically PPC.

 

  • 88 percent of mobile searches for local consumer businesses result in a call or location visit to said business within 24 hours. (Nectafy)
  • 46 percent of Google searches are seeking local information. (Google)
  • Consumers who visit a store that they have clicked a Google search ad for before their visit spend 10 percent more in-store. (Google)
  • 72 percent of customers preferred method to find information on local stores is through an online search. (WebVisible survey)
  • Of all in-store purchases, 40 percent of their journeys begin online. (Blue Corona)

 

Google Ads

Google Ads are one of the most popular forms of PPC and with over a trillion searches in 2018 that should come as no surprise.

As one of the most dominant search engines worldwide it's important for marketers to understand the ins and outs of the platform and how they best use it to hit the KPIs for their specific business.

 

 

  • 63,000 searches are conducted every second of everyday on Google. (Search Engine Land)
  • The average small business gets $3 back for every $1.60 they spend on Google's paid ads. (powertraffick)
  • Around 52 percent of online shoppers click on the paid ads that display at the top of Google's SERPs. (ppcresellers)
  • 74.5 percent of all computer-based searches are entered into Google. (ppcstatistics)
  • Google has 89.95 percent of the search market share. (Statista)
  • Although ad blockers are becoming more common, 90 percent of internet users still see Google Display Ads. (ppcresellers)
  • The average CTR on Google Ads is 3.17 percent across all industries
  • On the display network the average CTR is 0.46% across all industries.
  • Googles CPC dropped by 13 percent in Q4 of 2018/2019. (Statistic Stats)
    • In comparison, Bings CPC rose by 6 percent during the same time. (Statistic Stats)

Google Search Ads CTR by Industry

Knowing what the average of everyone can expect from their Google Ads is helpful but knowing how your specific industry fairs is even better.

There are surprisingly large differences in CTR by industry with the top being Dating & Personals at 6.05 percent and the bottom of technology getting almost only a third of that at 2.09 percent.

  • The average CTR for Advocacy is 4.41 percent. (Wordstream)
  • The average CTR for Auto is 4.00 percent. (Wordstream)
  • The average CTR for B2B is 2.41 percent. (Wordstream)
  • The average CTR for Consumer Services is 2.41 percent. (Wordstream)
  • The average CTR for Dating & Personals is 6.05 percent. (Wordstream)
  • The average CTR for E-Commerce is 2.69 percent. (Wordstream)
  • The average CTR for Education is3.78 percent. (Wordstream)
  • The average CTR for Employment Services is 2.42 percent. (Wordstream)
  • The average CTR for Finance & Insurance is 2.91 percent. (Wordstream)
  • The average CTR for Health & Medical is 3.27 percent. (Wordstream)
  • The average CTR for Home Goods is 2.44 percent. (Wordstream)
  • The average CTR for Industrial Services is 2.61 percent. (Wordstream)
  • The average CTR for Legal is 2.93 percent. (Wordstream)
  • The average CTR for Real Estate is 3.71 percent. (Wordstream)
  • The average CTR for Technology is 2.09 percent. (Wordstream)
  • The average CTR for Travel & Hospitality is 4.68 percent. (Wordstream)
  • The average CPC for Advocacy $1.43. (Wordstream)
  • The average CPC for Auto is $2.46. (Wordstream)
  • The average CPC for B2B is $3.33. (Wordstream)
  • The average CPC for Consumer Services is $6.40. (Wordstream)
  • The average CPC for Dating & Personals is $2.78. (Wordstream)
  • The average CPC for E-Commerce is $1.16. (Wordstream)
  • The average CPC for Education is $2.40. (Wordstream)
  • The average CPC for Employment Services is $2.04. (Wordstream)
  • The average CPC for Finance & Insurance is $3.44. (Wordstream)
  • The average CPC for Health & Medical is $2.62. (Wordstream)
  • The average CPC for Home Goods is $2.94. (Wordstream)
  • The average CPC for Industrial Services is $2.56. (Wordstream)
  • The average CPC for Legal is $6.75. (Wordstream)
  • The average CPC for Real Estate is $2.37. (Wordstream)
  • The average CPC for Technology is $3.80. (Wordstream)
  • The average CPC for Travel & Hospitality is $1.53. (Wordstream)

 CPC (cost-per-click), just like CRT can vary massively between industry with the lowest industry coming in at $1.16 and the highest paying almost 6 times that at $6.75!

 

Google Search Ads Conversions by Industry

Conversions are another one of the most important metrics of PPC ads to measure.

Again, this can vary widely by industry but can make up for the higher cost of ads.

For example legal is the industry that pays the most per click put they also have the highest conversion rate so these will balance each other out when you look at the total returns for a campaign.

  • The average conversion rate for Advocacy is 1.96 percent. (Wordstream)
  • The average conversion rate for Auto is 6.03 percent. (Wordstream)
  • The average conversion rate for B2B is 3.04 percent. (Wordstream)
  • The average conversion rate for Consumer Services is 6.64 percent. (Wordstream)
  • The average conversion rate for Dating & Personals is 9.64 percent. (Wordstream)
  • The average conversion rate for E-Commerce is 2.81 percent. (Wordstream)
  • The average conversion rate for Education is 3.39 percent. (Wordstream)
  • The average conversion rate for Employment Services is 5.13 percent. (Wordstream)
  • The average conversion rate for Finance & Insurance is 5.10 percent. (Wordstream)
  • The average conversion rate for Health & Medical is 3.36 percent. (Wordstream)
  • The average conversion rate for Home Goods is 2.70 percent. (Wordstream)
  • The average conversion rate for Industrial Services is 3.37 percent. (Wordstream)
  • The average conversion rate for Legal is 6.98 percent. (Wordstream)
  • The average conversion rate for Real Estate is 2.47 percent. (Wordstream)
  • The average conversion rate for Technology is 2.92 percent. (Wordstream)
  • The average conversion rate for Travel & Hospitality is 3.55 percent. (Wordstream)

 

Facebook Ads

So we’ve covered all the stats you need to know about Google Ads but they are not the only major player in the game.

Facebook also has an ads platform that generates massive revenue and is another popular choice for marketers.

Social PPC can be very different from Google Ads with a lot more variety available and often more specific targeting due to the personal information people keep on their social pages.

  • Facebook is still the biggest social media platform with 2.23 billion monthly active users giving advertisers a huge audience to get in front of. (Buffer)
  • On average, daily users spend 41 minutes a day on Facebook. (The Motley Fool)
  • Social media has a huge impact on consumers, with 57 percent saying that it influences their shopping decisions.
    • Of that 57 percent, 44 percent said that of all the social media platforms Facebook was the most influential on their shopping. (Marketing Dive)
  • Of all the clicks on Facebook ads, 26 percent of them results in a purchase. (Spark Central)
  • The CTR for Facebook ads averages at 0.9 percent across all industries. (Wordstream)
    • The industry with the highest CTR is legal with 1.61 percent. (Wordstream)
  • Facebook ads are one of the most popular social media marketing platforms with 93 percent of advertisers on social media using it. (Wordstream)
  • The average CPC for Facebook ads is $1.72 across all industries. (Wordstream)
    • The cheapest clicks are for the apparel industry at the tiny sum of $0.45. (Wordstream)
  • The optimum title length for Facebook ads is four words with a description of 15 words. (smart insights)
  • Ad costs on Facebook are increasing and went up by 17 percent in Q2 of 2018 (Facebook)
  • The cost might be increasing but that doesn't mean that you're not getting more for your money as impressions have also increased by 21 percent. (Facebook)

 

How Can You Improve Your PPC Ads?

PPC is by no means a simple marketing technique.

It takes time, effort and expertise to execute an effective strategy.

By looking at what is working for other businesses in your industry and worldwide you can paint a clearer picture of how you can effectively use PPC and adjust your current strategy accordingly.

New technologies, such as artificial intelligence, are playing more important roles in creating effective ad content and increasing clicks and conversions. 

  • You might have heard that the average CTR for PPC is quite low compared to organic but in fact, the top PPC ad has a CTR of 8 percent compared to the 2 percent average. (Accuracast)
  • 80 percent of marketers see artificial intelligence as an important player in the digital advertising industry. (Social Media Today)
  • 40 percent of brands say that they would like their PPC budget increased in 2019 as it is not currently at a level they are happy with. (Social Media Today)

 

PPC Trends For 2019

Keeping on top of trends can seem like a full-time job if you want to make sure you never miss the latest PPC news and get actionable insights into how to improve your strategy, check out these 75 PPC Influencers Who Are Changing The Game.

Here are some of the top trends you need to be aware of for 2019: 

  • Mobile is becoming the most important device for PPC with 52% of clicks coming through mobile, so it's time to capitalize on that ever-growing market segment if you aren't already. (biztraffic)
  • Video is another growing trend, with video ads being clicked on 73 percent more than banner ads. (disruptiveadvertising.com)
  • Google is not going to be the only major player in the game for 2019. Bing saw their mobile search traffic grow sevenfold in Q4 of 2018/2019. (Wordlead)
  • Programmatic is a growing PPC channel with 65 percent of advertisers saying it has become more important in the last 12 months. (Social Media Today)
  • Phone listings are an effective way to advertise with 69 percent of searchers on mobile calling a business directly from Google search results. (powertraffick.com)
  • Text ads, re-marketing and mobile are the most effective PPC channels. (Social Media Today)
  • Last year, the industries that spent the most on PPC ads were travel, retail, publishing and education.
Published on May 14, 2019

Topics PPC Marketing Statistics