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Pay-per-click advertising is one of the best marketing investments you can make. Not only are both Bing and Google Ads PPC ads a relatively cheap cost per click compared to other marketing avenues, but they also target people where and when they most likely to need your product.
Before you get started on your Google PPC (or Bing PPC) campaign, you should familiarize yourself with the statistics that make it worth it. These PPC statistics should help you get a good measurement of what to expect and which types of pay per click ads will work best for high conversion rates.
Below you’ll see PPC stats that support:
- Why you should choose PPC ads
- PPC search ad statistics
- Mobile advertising statistics
- Google Local Services ads statistics
- PPC display ad statists
- PPC and local search ads
- Pay per click statistics for industry benchmarks
- What makes people convert?
I’m ready to start my campaign; I want to contact your PPC company NOW!
Why Choose Pay-Per-Click (PPC) Ads in 2019?
Why choose PPC ads? Because you’re reaching the people you want to reach where and when you what to reach them. Display ads can be shown on specific websites that relate to your business, and search ads appear at the top of the search engine results. These bing and Google ads statistics should clear up any other questions about display ads:
- 49 percent of people said they click on text ads; 31 percent on Shopping ads; and 16 percent on video ads (Search Engine Land, 2019)
- 63 percent of people said they’d click on a Google ad (Search Engine Land, 2019)
- Google Ads results receive 65 percent of the clicks that started with buying keywords, while organic results only receive 35 percent (Craig McConnel)
- Businesses make an average of $2 in income for every $1 they spend in AdWords. (Google)
- On average, 41 percent of clicks go to the top 3 paid ads on the search results page. (Wordstream)
- For high commercial intent searches (someone looking to buy a product) paid ads get 65 percent of all clicks. (Wordstream)
- The average click-through rate for an ad in the first position is 7.94 percent. An average click-through rate is 2 percent. (AccuraCast)
- PPC visitors are 50 percent more likely to purchase something than organic visitors. (Unbounce)
- 65 percent of B2B companies have acquired a customer through LinkedIn paid ads. (HubSpot)
- One company increased their PPC ROI by 2.5 times with Facebook remarketing. (AdRoll)
- Search ads can increase brand awareness by 80 percent. (Google)
- 75 percent of people who find local, helpful information in search results are more likely to visit the physical stores. (Google)
- Terra Organics attributes 25 percent of their new customers to their targeted search campaigns. (Google)
- Display advertising has proven to increase traffic to websites by 300 percent. (Visually)
- There are at least 300,000 mobile apps currently serving Google Mobile Ads. (Creative Roots Marketing)
- 43 percent of new customers buy something they saw in a YouTube ad. (Contently)
- AdWords competitive rate of 87 percent allows your advertisement to fairly promote your products or services making you a competitor to those in similar industries. (Optimus 01)
- The legal industry has the highest average cost per actions: $135.17 (Search Engine Land)
- Industry with the best average conversion rate for AdWords search ads: Insurance and Finance. (7.19 percent) (Search Engine Land)
- The industry with the best average conversion rate for AdWords display ads is Home Goods (2.19 percent). (Search Engine Land)
- The average person is served over 1,700 banner ads per month, but only half of them are ever viewed.
- The proportion of desktop and laptop users who use blockers is more than twice as large as the proportion of smartphone users who use blockers. (Business Insider, 2017)
- Ad blocking in the US has increased from 15 percent to 30 percent since 2014. (Statitsa, 2018)
- 30 percent of marketers think outbound marketing tactics are overrated. (HubSpot, 2018)
- 70 percent of millennials like it when they can click on a product from an ad. (Google, 2018)
Search Ad Statistics
Google search ads (and Bing search ads) target people at the moment they’re searching for your product or service. They appear at the top (or bottom) of the search engine results page, and if you can secure the top spot you’re pretty much golden.
- 75 percent of people that click on ads say said search ads make it easier to find the information they’re looking for (Search Engine Land, 2019)
- There are 160 billion+ monthly Google searches.
- In 2018, consumers who click on an advertiser’s Google search ad prior to visiting a store are 27 percent more likely to buy something in-store. (Google)
- Consumers who clicked on an advertiser’s Google search ad prior to visiting a store spend over 10 percent more, on average. (Google)
- 51 percent of searches are longer than 4 words. (Wordstream)
- Appx. 70 percent of all online searches are Google searches.
- Appx. 1,200 words count average for top content. (Niel Patel)
- 90 percent of online users trust reviews. (Google)
- 75 percent of marketers say SEO is content creation.
- 95.3 percent of clicks go to the top 4 results.
- 40 percent of store purchases start online.
- WordPress blogs get 93 percent more links than HTML, CSS, Godaddy, or Square Space
- 66 percent of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)
Mobile Advertising Statistics
- Marketers and advertisers are putting 51 percent of their budget into mobile ads. (Impact, 2017)
- Both desktop and mobile ads deliver branding effectiveness, but mobile ads perform better. (Com Score, 2016)
- Google drives 95 percent of all paid search ad clicks on mobile. (Business Insider, 2016)
- Two-thirds of consumers can recall a specific brand they have seen advertised on mobile in the last week. (Business Wire, 2018)
- 60 percent of consumers click on mobile ads at least weekly. (Business Wire, 2018)
- By 2019, mobile advertising is expected to represent 72 percent of all U.S. digital ad spending. (MarketingLand, 2018)
- 87 percent of Facebook’s advertising revenue comes from mobile (AdWeek)
Google Local Services Ads Statistics
- Local Services ads by Google receive 13.8% of local SERP clicks (BrightLocal, 2019)
- The presence of Local Services ads affects the number of clicks for all other SERP types (BrightLocal, 2019)
- When LSAs are present, 25.3% of all clicks are on paid results. When LSAs are absent, this is 14.6% – a difference of 10.7% (BrightLocal, 2019)
- Organic results receive the most clicks of all SERP types, though they see a drop off when LSAs are present (BrightLocal, 2019)
- Organic position 1 receives the highest number of standard SERP clicks (BrightLocal, 2019)
- Review ratings are the biggest driver of clicks in local SERPs (BrightLocal, 2019)
PPC Display Ad Statistics
Display ads are perfect for brand awareness and getting your product top-of-mind. You do have to be careful, however, as display ads aren’t always well-received by consumers. You also need to make sure you pick the right PPC keywords in order to get PPC traffic to your website—traffic that turns into leads.
- The average clickthrough rate of display ads across all formats and placements is 0.06 percent Display Benchmarks Tool)
- Ad blocking grew by 30 percent in 2016. (Business Insider)
- There were 615 million devices blocking ads worldwide by the end of 2016.
- A 2013 study revealed that 28 percent of respondents admitted to hiding their activities from advertisers — second only to criminals. (Pew Research Center)
- A study revealed that only 2.8 percent of participants thought that ads on a website were relevant. (bannerblindness.org)
- 25 – 34 year-olds are more likely to ignore online ads, such as banners and those on social media and search engines than they were traditional TV, radio and newspaper ads.
- About 50 percent of clicks on mobile ads are accidental. (GoldSpot Media)
- 54 percent of users don’t click banner ads because they don’t trust them. (BannerSnack)
- 33 percent of internet users find display ads completely intolerable. (Adobe)
PPC and Local Search Statistics
Local search is the present and future of pay per click advertising. Local “near me” searches are gaining popularity, and if you have a local business, you’re going to want to heavily invest in local search and paid ads marketing.
- 72 percent of consumers who did a local search visited a store within five miles. (WordStream, 2016)
- 30 percent of mobile searches are related to a location. (Google, 2016)
- 28 percent of searches for something nearby result in a purchase. (Google, 2016)
- Local searches lead 50 percent of mobile visitors to visit stores within one day. (Google, 2014)
- 78 percent of local mobile searches result in offline purchases. (Search Engine Land, 2014)
PPC Industry Benchmark Stats
An important factor to consider before you start out on your PPC adventure is that different industries have different benchmarks. You need to know your specific industry’s benchmarks, or else you’re setting yourself up for failure. We came across this AMAZING infographic from Wordstream, and it pretty much sums up any industry benchmarks for PPC.
What Makes People Click and Convert? PPC Strategy Statistics You Should Know
- 77 percent of people say they’re confident they can recognize search advertisements in the results (Search Engine Land, 2019)
- Social and mobile gaming video ads have a 91 percent viewing completion rate. (CMO)
- Consumers are 27 times more likely to click on online video ads than standard banners. (CMO)
- 69 percent of searchers that are mobile call a business straight from Google search.
- 36 percent of searches on Google are associated with a location.
Bing and Google Ads Pay Per Click Advertising with Blue Corona
Yes, Bing and Google Ads (Adwords) PPC ads can be simple, but they can also be incredibly complex. We highly recommend you brush up on our blog posts about PPC, and then give us a shout for PPC campaign management from one of the top PPC advertising companies out there.
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About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod