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This chart gives an update to historical data on conversion rates in AdWords from the AdWords management platform Wordstream. It's part of new benchmarking paid search marketing 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, a test 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 models.
We have kept this data for reference to show how conversion rates have changed. Note that previous results were true averages, so didn't include outliers. Here's a summary of the previous findings:
The thing to remember with the data above is that a conversion is not necessarily a sale it includes lead / data capture as well. While industry benchmarks are great if you are one of the bigger players in the industry be careful not to get too hung up on them, work to your own cost per sale and use such metrics as guides not absolutes. (view original post).
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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