More and more companies are using Google AdWords (now named “Google Ads”) to promote their businesses online in recent years. The ones who hire the right digital marketing agency are usually satisfied with the results. If you are seriously considering starting your Google Ads campaign, you need to be familiar with the commonly used PPC metrics such as CTR, CPC, CVR, know how to interpret them, and have an industry benchmark in mind. In 2016, Wordstream published a detailed infographic on Google AdWords benchmark by industry. They updated it just recently to reflect the latest changes in 2019.
Average Click-Through Rate (CTR) in Google Ads by Industry
Photo By WordStream
An overall click-through rate (CTR) of 3.17% across all industries for search and 0.45% for display.
Some industries require more research from consumers before making a final decision; therefore they are lower.
Average Cost Per Click (CPC) in Google Ads by Industry
Photo By WordStream
An overall $2.69 cost-per-click overall across all industries on the search network and $0.63 on the display network.
The most expensive industries are legal and consumer services due to high online competition.
Average Conversion Rates (CVR) in Google Ads by Industry
Photo By WordStream
The dating and personals industry has the highest conversion rate. Legal and auto are not too far behind. It makes sense that when you pay high CPCs you receive a high conversion rate.
Don’t worry if you can’t remember all these numbers. Keep this article handy so that you can reference it when you need. Keep in mind that the data in this article is from the US market. Use it as a guideline and work with your digital marketing agency to create an effective digital marketing strategy for your business.
