Do you know what a top-performing AdWords campaign looks like? The new Paid Search Benchmark 2018 report by Adthena is a useful compilation of ad spend and performance, cost and competition and competitive diversity across the UK, US, and Australian paid search landscape.
This report benchmarks ad spend and performance in search, and encompasses data from over 140 million paid search ads, 135,000 advertisers, and 5.6 million search terms in the US, UK, and Australia, revealing global search trends and category-specific insights.
Knowing what device your potential audience is using for their search query is important. you need to make sure your desired landing pages are optimized for mobile use (not that it shouldn't be anyway), but if you're paying for a user's click you want to be getting their conversion too. Mobile CTR was far higher in Q4 2017 than desktop averaging 10% CTR.
US and UK markets differ in ad spend depending on search volume and country demand. Not all industries perform the same, with some having larger audiences than others. However, a common trend sees higher average ad spend on apparel, sport and fitness and travel and tourism. Automotive, consumer electronics, and finance have a below average click rate at approximately 51-52% in the US.
In the UK, desktop ad spend is booming for travel and tourism, apparel and home and garden. However, very little reach or exceed the average clicks %.
Finance and automotive have the highest CPC in the US. Due to the high level of competition and the value of a conversion, clicks are costly. Travel and tourism have higher generics than brand, mirrored in the search behavior of looking for a destination rather than a specific airlines or holiday maker.
To see the full breakdown of ad spend - download the full report here: Paid Search Benchmark 2018 report.
By Carolanne Mangles
Carolanne (Annie) Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow her on Twitter
Start the discussion on our community and social networks
Recommended Blog Posts
One of the most underrated aspects of digital advertising is ad placements. Advertisers tend to think that choosing an advertising channel is where their campaigns begin and end. Unknown to them, knowing where to place ads can help determine how …..
To execute operational reporting best practices, it is important, first, to get back to basics and remember the purpose of operational dashboards Operational dashboards help CEOs, department heads and frontline employees assess performance, spot trends and offer actionable insights based …..
Popular Blog Posts
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 …..
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 …..
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups …..