Google AdWords Benchmarks by Industry

Which industries have the highest, or lowest, Google AdWords click-through rates, engagement levels, and costs?

To find out, WordStream examined 2,367 US-based client accounts from a wide range of verticals accounting for $ 34.4 million in 2Q15 AdWords spend.

The researchers looked at data for both Google AdWords’ Search and Display networks. Median click-through rate (CTR), cost per click (CPC), conversion rate (CVR), and cost per action (CPA) were calculated for each industry examined.

Below, key findings from the report.

Click-Through

Dating and personal services companies have the highest median paid search CTR (3.40%) of the industries examined; technology companies have the highest median display CTR (0.84%).

Cost per Click

Legal services have the highest median CPC on Google’s paid search network ($ 5.88); employment services have the highest median display CPC ($ 1.66).

Conversion Rate

The finance industry has the highest median CVR on Google’s paid search network (7.19%); the homegoods industry has the highest median display CVR (2.19%).

Cost per Action

Dating and personal sites have the lowest median paid search CPA ($ 6.91); technology companies have the lowest median display CPA ($ 19.23).

About the research: The report was based on data from 2,367 US-based WordStream client accounts from a wide range of verticals accounting for $ 34.4 million in 2Q15 AdWords spend.

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