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What are the average engagement rates and costs for mobile ads on Google's search and display networks? How do those rates and costs vary among industries?

WordStream looked at Google Ads data for its clients in 18 industries: arts and entertainment, automotive service and repair, business services, computer and electronics, construction, education, finance, hair salons, healthcare, home and garden, Internet and telecom, law/legal, consulting, manufacturing, nonprofits, retail, transportation, and travel and hospitality.

It found that the average mobile click-through rate (CTR) across all industries is 4.10% on Google's search network and 0.60% on Google's display network.

The following are some other key findings from the analysis:

  • The average mobile conversion rate (CVR) across all industries is 3.48% on Google's search network and 0.72% on Google's display network.
  • The average mobile cost-per-click (CPC) across all industries is $2.67 on Google's search network and $0.60 on Google's display network.
  • The average mobile cost-per-action (CPA) across all industries is $80.89 on Google's search network and $148.68 on Google's display network.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji