eCommerce PPC Statistics
eCommerce PPC traffic is some of the cheapest in the industry. This allows you to fine-tune your PPC management strategy without significantly impacting your marketing budget. Use these PPC stats to improve your campaign.
1. The majority of eCommerce queries are from upper-funnel users looking to narrow their search from broad categories to specific products (Google, 2018)
This is useful PPC information to improve your PPC strategy. Understanding your target demographic and the motivation behind their search can help you improve the design of your eCommerce PPC ads and increase conversions.
2. 70% of search traffic comes from phrases of 4 to 6 words (QuanticMind, 2019)
Some popular eCommerce search terms have unique modifiers. Some examples are gendered terms in 16% of “bottoms” searches (men’s shirts, women’s shorts) and event references in 46% of “dress” searches (i.e., wedding dress, graduation dress).
Search Advertising Statistics
Search advertising is a powerful marketing tool that considers the user’s search intent. See how users perceive and interact with ads to improve your quality score.
1. Over 27% of users now use ad blockers (Search Engine Journal, 2021)
Ad blockers are expected to cost publishers $35 billion in revenue by 2020. 38% of ad-blockers use a desktop or laptop, 25% use a smartphone, and 15% use a tablet. One way to avoid ad blockers is to target only mobile users.
2. Text ads are preferred over shopping ads (31%) and video ads (16%) by users (Clutch, 2018)
Users’ preferences vary depending on their search intent. People at various stages of the buying process will click on various ads. Notably, text ads generally target buyers who are doing research and seeking information to help them make purchases. Understanding user intent can help you create ads that get clicked.
3. Users use ad blockers for three reasons: too many ads (49 percent), annoying/irrelevant ads (47 percent), and intrusive ads (44 percent) (Global Web Index, 2019)
In the same study, 38% of users cited ads taking up too much screen space and ads having bugs/viruses as reasons for using ad blockers. That’s why, when creating ads, you should think about what the user wants.
Google Ads Statistics
Google dominates online advertising, controlling roughly 90% of global search traffic. And Google Ads’ vast ad network allows you to increase web traffic and sales. Look up Google Ads statistics like CTR, average cost per click, and other useful Google Ads benchmarks.
1. Pay-per-click statistics show that Google is trusted more than Facebook and TikTok (seoClarity, 2021)
According to a recent seoClarity survey, Americans trust Google the most (65.7%), followed by Amazon (65.1%) and Microsoft (63.9%). Also, 1 in 5 Americans trust Google because they believe everything shown is vetted.
2. Google’s average conversion rate is 3.75 percent (WebFX, 2019)
While Bing Ads have an average conversion rate of 2.94 percent. These PPC stats shouldn’t rule out Bing Ads just yet. In addition to the Google network, Bing gives you access to over 53 million desktop users. So always remember your audience.
3. 2.01% is the average Google Ad CTR (WebFX, 2019)
Surprisingly, Bing Ads had a 48.2% higher conversion rate (2.83%). Google Ads have an average cost per click of $1 to $2, while Bing Ads are under $1. Notably, Google’s ad network is larger than Microsoft’s.
General PPC Statistics
The pay per click statistics below provides a general overview of PPC marketing. These PPC stats show the search marketing landscape, how users perceive PPC ads, and the overall effectiveness of a PPC management campaign.
1. Among the top three best channels for high-volume leads, PPC (Formstack, 2020)
Formstack’s study asked how marketers currently generate leads. PPC came in third (17%), behind on-page website conversions (24%) and email marketing (18%).
2. A $10 billion search advertising budget in 2020 (Statista, 2021)
According to PPC stats 2021, businesses are increasing their spending on PPC ads to generate revenue. This data shows that business owners and marketers understand the power of PPC ads.
3. 77% of online users easily recognize paid search ads (Clutch, 2018)
Why is this PPC information relevant? People dislike online advertising because it is disruptive and “salesy.” This is due to intrusive traditional advertising and shady online marketing techniques.
4. 33% of users say they click paid search ads because they directly answer their queries (Clutch, 2018)
Users trust results that address their concerns. In a poll of 506 people, 75% said they click on ads that help them find information. In order to get a click-through, ads must address users’ queries or be relevant to them.
5. The average CTR for PPC ads is 11.38 percent (Sparktoro, 2019)
A properly optimized ad can expect a CTR of around 11% for various positions in the search results. This is not the maximum CTR, but it can be used to measure campaign success.