Google AdWords Benchmarks For Your Industry

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he cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It’s about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they’re actually typing into the search box. That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.

In this guide, you’ll learn a set of methodologies to help you acquirerefine, and organize your PPC keywords, all in the service of better targeted and more effective pay-per-click campaigns.

The average click-through rate (CTR) in AdWords across all industries is 1.91% on the search network and 0.35% on the display network.

Dating and personal services really click with PPC – boasting an average search CTR of 3.40%! No doubt, it’s easy to write powerful emotional ad copy when your prospects are searching for love. Other industries with high search CTRs include Finance (2.65%), B2B (2.55%), Consumer Services (2.40%), and Technology (2.38%).

Legal services struggle to attract attention on the SERP (with a relatively low average 1.35% CTR)– in large part due to advertising restrictions enforced by both Google and government organizations. Legal advertisers have to be extra smart and crafty to do well in PPC. Other industries that often have poor CTRs are eCommerce (1.66%) and industrial services (1.40%).

Tech companies should find a lot of reach with strong CTRs (0.84%) on the display network, as many apps host display ads with high CTRs for these products and services. On the flip side, employment service advertisers have struggled on the display network to create ads to entice potential job searchers and typically have poor performance, averaging a 0.14% display CTR. Maybe they fare better on LinkedIn!

The average click-through rate in AdWords across all industries is 1.91% for search and 0.35% for display.

Average Click Through Rate (CTR)

The average CTR in AdWords across all industries is 1.91% on the search network and 0.35% on the Google Display Network.

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