Chart of the day: A comparison of the effectiveness of paid search marketing contrasting Google's search network with the display network
This chart gives an update to historical data on conversion rates in Google Ads from the Google Ads management platform Wordstream.
It's part of new benchmarking paid search marketing mobile statistics by industry. If you're considering paid search it gives you an idea of the conversion rates you can expect when making the business case. Of course, tests will show you rates specific to your market, type of keywords (Brand, generic, product, long tail, etc) and your proposition, but this gives an indication. The full report also covers clickthrough rate and cost to help you build conversion rate funnel spreadsheet revenue models which are provided as resources in Excel for our premium members.
Mobile Google Ads conversion rates by sector
The new 2018 cross-industry Google Ads clickthrough rate and conversion benchmarks shows that:
Our compilation comparing average conversion rates for retail sites and other industry sectors
As you will know, conversion rate is often used as a KPI to review the effectiveness of Ecommerce sites. Naturally, all site managers and owners want to know, "how do our conversion rates compare?"
In this post, I have compiled different free industry sources focusing on retail Ecommerce conversion, but towards the end of the post, a chart shows average conversion rates for a range of sectors including B2B conversion. At the end of this article, we also feature an analysis of Unbounce landing page lead generation conversion by sector.
Before we get to the stats, one other caveat on analysis of conversion rates:
When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor.
To see why see Dan Barker's excellent post explaining…
US, Europe and Worldwide display ad clickthrough rates statistics summary
I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns.
When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. More recently I have added a comparison of CTRs for Facebook and Twitter and paid search rates (AdWords or SEM) at the end of post.
If you're looking to get more from your display advertising we have a premium members' paid media playbook.
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Display Ad CTR benchmarks - August 2018 update
Through 2018 we update our statistics summaries with the latest research as it becomes…
The average CPC paid by Google search advertisers for keywords that included their own brand name rose 30% Y/Y in Q2 2018 whilst desktop organic search visits fell 5%
Benchmarking company performance against goals and competitors is vital in understanding your current cut-through in digital, market share and potential revenue losses. It also helps identify opportunities in digital and set a KPI driven 90-day digital marketing strategy or campaign to improve current performance and achieve digital excellence.
New research from Merkle's Digital Marketing Report Q2 2018 shows benchmarks for paid and organic search and social media reach, click through and cost. We've summarised the most important (and surprising) statistics below:
Paid search benchmarks 2018
The use of Google Shopping ads for ecommerce and online retailers is vital. Shopping ads expose your brand's products in a visual element on SERPs, which includes brand name and pricing.
Google shopping ads…
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development
"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. Eric Schmidt of Google exhorted businesses to take a 'Mobile First' approach to designing web experiences.
Today, according to the latest Digital Future in Focus report from comScore, we're long past this tipping point in some countries with India, Mexico and Indonesia having more than up to 4 times higher smartphone vs desktop audience.
The mobile statistics that the team at Smart Insights curate in the regular updates to this article are grouped under these headings for key questions marketers need to answer about mobile to help them compete:
Chart of the Day: Clickthrough research data reveals the importance of 1st, 2nd or 3rd position in Google
You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realise that the proportion of clicks driven by top positions in the organic search listings is much higher.
Research showing average clickthrough rates by position in the SERPs (Google's search results pages) are useful since they can help make the business case for more investment in SEO since you can estimate uplift in visits with improved rankings when performing a gap analysis for which keywords to improve in SEO, using search query data from Google Search Console, for example.
The best open source for this data today is the Advanced Web Ranking organic CTR research which we share here, so you can check out the different…
The potential for online retail growth on desktop and mobile devices
It's interesting to look back at the growth of online sales and think forward to how much further they can grow at the expense of traditional channels. The overall percentage of Ecommerce retail sales are perhaps, surprisingly small at around 9% of sales in the US and 17% in the UK, but with sustained growth.
We will keep this research updated through 2018 as new research becomes available.
December 2018 update - new worldwide sales forecasts from eMarketer
The latest ecommerce growth forecast from eMarketer is that ecommerce sales will increase 23.2% in 2017. It will account for one-tenth of total retail sales.
Total retail sales will reach $22.737 trillion by the end of this year, up 5.8% from 2016. This projection shows the growth in digital buyers. The declining percentage change shows that growth rates for ecommerce are declining, although they are still…
The best email statistics sources to benchmark open and clickthrough rates for your email campaigns in your industry sector
Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector.
Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have ordered them into the 4 top questions asked:
What are the email engagement rates for small to medium businesses?
What are the Email engagement rates for larger businesses?
What is the breakdown of market share for email clients on mobile and desktop?
What is a good open and clickthrough rate? How do they differ by type of email?
As we'll see, for the most meaningful comparisons we…
The best digital marketing research, across marketing channels - including SEO, PPC, CRO, social, mobile, martech, email, ecommerce, and UX - to help inform your 2018 marketing strategy
Because the state of digital marketing is always evolving, it is important to keep up-to-date with the latest research in your industry, or marketing channel, to stay ahead of your competition. Yet, it can often be difficult to find the digital marketing research you need to help inform your digital strategy. We first curated these stats at close 2017. But during 2018, we're committed to updating this article using the best digital marketing research data sources which the team at Smart Insights have found helpful and informative throughout the year. Hopefully, this will help you too!
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This resource has been created as…
Our compilation of the latest social media statistics of consumer adoption and usage
Social networks are now so well established, that there is a core 'top 5' social networks that don't change much from year-to-year. But, as we'll see in this post, the most popular social media sites vary a lot by level of usage in different countries and demographics. Understanding these differences in popularity of different social networks is really important when targeting specific audiences. When comparing the most popular social networks it's best to review them by active account usage, not just the number of user accounts. We'll also see in this summary that some social networks are growing more rapidly than others while some are now in decline.
2018 social media stats update
We'll keep this post updated during 2018 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources. We'll be pointing…