One of the most common questions we hear from clients about performance of PPC ad campaigns is “how are we doing in comparison to competitors”? The short answer is that it is complicated! It all depends on your keywords, campaign settings, audience etc etc etc. That said, Wordstream, a trusted source for SEM research and findings publishes a Google Ads Benchmarks by Industry guide.
WordStream dug into the data and come up with benchmarks for several digital advertising platforms including:
- Google Search Ads
- Bing Search Ads
- Google Shopping Ads
- Bing Shopping Ads
- Google Display Ads
And reported on the most important PPC metrics, including: such as average CTR, CPC, CVR, CPA and average daily budget.
You’ll find averages across these PPC metrics for 21 industries: Arts & Entertainment, Automotive, Beauty & Personal Care, Business & Industrial, Clothing & Apparel, Computers & Consumer Electronics, Dining & Nightlife, Education, Finance, Food & Groceries, Health & Medical, Hobbies & Leisure, Home & Garden, Internet & Telecom, Legal, Nonprofits & Charities, Occasions & Gifts, Real Estate, Retailers, Sports & Fitness, and Travel & Tourism.
(Source: Updated Google Ads Benchmarks for Your Industry During COVID-19: https://www.wordstream.com/blog/ws/2020/04/06/google-ads-benchmarks-during-covid-19 )