The most recent 2018 paid search benchmarks

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
3 min read

Chart of your day: Just how do your Adwords campaigns compare?

Do guess what happens a top-performing AdWords campaign appears like? The brand new Paid Search Benchmark 2018 report by Adthena is really a useful compilation of ad spend and performance, cost and competition and competitive diversity over the UK, US, and Australian paid search landscape.


Access the entire Paid Search Benchmark 2018 report.

This report benchmarks ad spend and performance browsing, and encompasses data from over 140 million paid search ads, 135,000 advertisers, and 5.6 million search terms in america, UK, and Australia, revealing global search trends and category-specific insights.


Mobile vs Desktop average CTR

Knowing what device your potential audience is using because of their search query is essential. you should ensure that your desired landing pages are optimized for mobile use (not that it must not be anyway), but if you are spending money on a user’s click you intend to be getting their conversion too. Mobile CTR was far higher in Q4 2017 than desktop averaging 10% CTR. adwords mobile and desktop CTR

US category ad spend vs clicks (desktop)

US and UK markets differ in ad spend based on search volume and country demand. Not absolutely all industries perform exactly the same, with some having larger audiences than others. However, a standard trend sees higher average ad devote to apparel, sport and fitness and travel and tourism. Automotive, gadgets, and finance have a substandard click rate at approximately 51-52% in america.

US ad spend vs clicks

In the united kingdom, desktop ad spend is booming for travel and tourism, apparel and home. However, hardly any reach or exceed the common clicks %.

UK category ad spend vs clicks (desktop)

US: Average CPC, by device, pure brand / generics

Average CPC by device and pure brand US

Finance and automotive have the best CPC in america. Because of the advanced of competition and the worthiness of a conversion, clicks are costly. Travel and tourism have higher generics than brand, mirrored in the search behavior of buying destination rather than specific airlines or traveller.

US: Avg CTR, by device, pure brand / generics

Avg CTR, by device, pure brand : generics US

To start to see the full break down of ad spend – download the entire report here: Paid Search Benchmark 2018 report.

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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