Certain types of advertisements get more clicks and conversions than others. Understanding these trends helps marketers position themselves for the best conversion rates.
More than 40 percent of clicks go to the top three paid ads in search results (Wordstream).
90 percent of consumers say they trust online reviews (Google).
More than 95 percent of clicks go to the top four search results (Blue Corona).
Retailers can raise conversions by 16 percent when they include cross-device data (Google).
Surprising PPC Statistics
While the average click-through rate for PPC ads is only 2 percent, the average click-through rate for the top paid result on the screen is almost 8 percent (Accuracast).
More than half of all searches are longer than four words (Wordstream).
Click-through rate declines considerably as position on the first page of search results drops. However, last position on the first page of search results and first position on the second page of search results have a slightly higher click-through rate than some higher positions on the first page (Accuracast).
More than 96 percent of Google’s total revenue comes from paid advertisements (PowerTraffick).
The most expensive keyword is “insurance” (PowerTraffick).
PPC Statistics and Trends for 2020
According to Social Media Today:
The industries spending the most on PPC advertising in 2018 include retail, travel, publishing and education. The consumables, automotive and home improvement industries are spending the least on PPC advertising.
The most effective PPC channels are text ads, remarketing and mobile.
4 out of 10 marketers want to increase their PPC budget.
Google AdWords, Facebook and mobile are the most popular PPC platforms.
80 percent of respondents surveyed view artificial intelligence as an important player in the digital advertising industry during 2018.
Programmatic is gaining importance and popularity as a PPC channel in 2018.
PPC and Local Search Ads
More consumers are using local search than ever before. These statistics describe the interactions between PPC and local searches.
82 percent of smartphone users are actively searching for businesses near them (Google).
Nearly 30 percent of searches for something in a specific location will result in a purchase (Google).
Three out of four people who find helpful information based on their location consider visiting brick-and-mortar stores (Google).
Almost one-third of all searches made on mobile phones are location-based (Google).
More than 40 percent of consumers use their smartphones to conduct research while inside a brick-and-mortar store (Google).
76 percent of people who search for something nearby on a smartphone will visit a business within one day (Google).
Consumers spend 10 percent more money in a store if they have clicked on the retailer’s Google search ad before visiting (Google).
40 percent of in-store purchases begin online (Blue Corona).
Almost 70 percent of searchers on mobile will call a business using a link from the search (PowerTraffick).
PPC Statistics for Industry Benchmarks
The average click-through rate across all industries on Google AdWords in 2018 is 3.17 on the search network.
The highest average click-through rate in Google AdWords is found in the dating and personals industry, while the lowest click-through rate is found in the legal industry.
The average cost-per-click across all industries in Google AdWords on the search network is $2.69. The highest cost-per-click is found in the legal industry, while the lowest cost-per-click is found in the dating and personals industry.
The average conversion rate across all industries in Google AdWords on the search network is 3.75 percent. Conversion rates are highest in the dating and personals industry at over 9 percent. Conversion rates are lowest in the advocacy industry at 1.96 percent.
The average cost-per-action across all industries in Google AdWords on the search network is $48.96. Cost-per-action is highest in the technology industry at over $133. Cost-per-action is lowest in the auto industry at $33.52.
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