My friend, Larry Kim just published some research his company Wordstream just released. Wordstream used the data collected by the AdWords Performance Grader, a free AdWords account audit tool which has evaluated over $1 billion dollars in annualized spending on Google in the last year (roughly 2.5% of total advertising revenues on Google!). For their report, they used metrics from accounts that were evaluated between July 1, 2012 and October 30, 2012.
Here is a breakdown of conversion rates by industry for both Adwords PPC search network and display network:
Industry – – – Search CR – – – Display Network CR
Finance: 6.12% – – – 5.12%
Travel: 1.45% – – – 2.99%
Shopping: 3.58% – – – 2.19%
Jobs & Education: 6.09% – – – 2.09%
Internet & Telecom: 6.27% – – – 2.96%
Comp & Electronic 4.79% – – – 2.09%
Biz & Industrial: 4.23% – – – 4.10%
Home & Garden: 2.21% – – – 3.43%
Auto & Vehicles: 4.29% – – – 6.15%
Beauty & Fitness: 4.56% – – – 2.27%
They also shared additional benchmarks such as ad impressions, click through rate, number of clicks, cost per click, and completed sales. Check out the infographic below:
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