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.
