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Augustine Fou- 1 -
Click Through Rates (CTRs)
of Digital Ads with sub-types
Search Display Social
Ads are based on
keyword typed by
user, served at the
moment they are
looking for info.
Display ads are
served next to
content that the
user is interested
in.
Display ads with
massive number
of impressions;
“Junk” quality
and super-low
prices and CTRs
1-10% 0.01-0.1% 0.001-0.01%CTR
Organic Paid
10-90%
Portals Network
0.1-1%
Augustine Fou- 2 -
Search Ads
Augustine Fou- 3 -
Global Search Ad Impressions
Q1 2013
Source: Kenshoo, April 23, 2013
Search Ad Impressions declined 26% YoY
Augustine Fou- 4 -
Q1 2012 1.04%
Q2 2012 1.12%
Q3 2012 1.31%
Q4 2012 1.63%
Q1 2013 1.68%
Global Search Ad CTRs Q1 2013
Source: Kenshoo, April 23, 2013
Search Ad CTR increased 62% YoY
Derived: net increase in number of search clicks 36% YoY
Augustine Fou- 5 -
Q1 2012 $0.41
Q2 2012 $0.44
Q3 2012 $0.46
Q4 2012 $0.45
Q1 2013 $0.39
Global Search Ad CPCs Q1 2013
Source: Kenshoo, April 23, 2013
Augustine Fou- 6 -
Display Ads
Augustine Fou- 7 -
Display Ads, Mobile, In-stream
Source: DG MediaMind, March, 2013
0.10% Standard banner, display ad
0.15% rich media ad
0.16% expandable banners
0.87% mobile banner
0.85% in-stream video ad
1.03% in-stream ad
1.92% interactive in-stream video
Augustine Fou- 8 -
Social Ads
Augustine Fou- 9 -
Twitter vs Facebook CTRs
This chart is indexed to the
averages for both companies.
In the raw numbers, Twitter's
click through rates are a lot
higher across the board than
Facebook's. By indexing the
numbers to an average, we
can see that users on Twitter
respond more to news-
oriented ads and users on
Facebook respond more to
leisure-oriented activities.
Source: Business Insider, April 2012
Augustine Fou- 10 -
Germany 0.041% CTR
US 0.040% CTR 4 in 10,000 impressions
France 0.037%
UK 0.032%
Canada 0.032% 3 in 10,000 impressions
Facebook CTRs Q2 2012
Augustine Fou- 11 -
Related Slideshares
CPM and CPC Pricing Trends
By: Augustine Fou, October 19, 2012
Display Search Social CTR Benchmarks
By: Augustine Fou, March 11, 2013
Augustine Fou- 11 -
Augustine Fou- 12 -
Dr. Augustine Fou – Agency Czar
“I advise clients on optimizing their
marketing mix – from traditional to
digital, and within digital from
display to search to performance.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
Augustine Fou- 13 -
APPENDIX
Augustine Fou- 14 -
Global Paid Search CTR Q1 2013
Source: Kenshoo, April 23, 2013
Augustine Fou- 15 -
Mobile Paid Search Clicks
vs Spend
Source: Kenshoo, April 23, 2013
Augustine Fou- 16 -
Device CPC Comparison
Source: Kenshoo, April 23, 2013
Augustine Fou- 17 -
Device Clicks vs Ad Spend
Source: Kenshoo, April 23, 2013

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CTR Benchmarks for Digital Ads by Augustine Fou

  • 1. Augustine Fou- 1 - Click Through Rates (CTRs) of Digital Ads with sub-types Search Display Social Ads are based on keyword typed by user, served at the moment they are looking for info. Display ads are served next to content that the user is interested in. Display ads with massive number of impressions; “Junk” quality and super-low prices and CTRs 1-10% 0.01-0.1% 0.001-0.01%CTR Organic Paid 10-90% Portals Network 0.1-1%
  • 2. Augustine Fou- 2 - Search Ads
  • 3. Augustine Fou- 3 - Global Search Ad Impressions Q1 2013 Source: Kenshoo, April 23, 2013 Search Ad Impressions declined 26% YoY
  • 4. Augustine Fou- 4 - Q1 2012 1.04% Q2 2012 1.12% Q3 2012 1.31% Q4 2012 1.63% Q1 2013 1.68% Global Search Ad CTRs Q1 2013 Source: Kenshoo, April 23, 2013 Search Ad CTR increased 62% YoY Derived: net increase in number of search clicks 36% YoY
  • 5. Augustine Fou- 5 - Q1 2012 $0.41 Q2 2012 $0.44 Q3 2012 $0.46 Q4 2012 $0.45 Q1 2013 $0.39 Global Search Ad CPCs Q1 2013 Source: Kenshoo, April 23, 2013
  • 6. Augustine Fou- 6 - Display Ads
  • 7. Augustine Fou- 7 - Display Ads, Mobile, In-stream Source: DG MediaMind, March, 2013 0.10% Standard banner, display ad 0.15% rich media ad 0.16% expandable banners 0.87% mobile banner 0.85% in-stream video ad 1.03% in-stream ad 1.92% interactive in-stream video
  • 8. Augustine Fou- 8 - Social Ads
  • 9. Augustine Fou- 9 - Twitter vs Facebook CTRs This chart is indexed to the averages for both companies. In the raw numbers, Twitter's click through rates are a lot higher across the board than Facebook's. By indexing the numbers to an average, we can see that users on Twitter respond more to news- oriented ads and users on Facebook respond more to leisure-oriented activities. Source: Business Insider, April 2012
  • 10. Augustine Fou- 10 - Germany 0.041% CTR US 0.040% CTR 4 in 10,000 impressions France 0.037% UK 0.032% Canada 0.032% 3 in 10,000 impressions Facebook CTRs Q2 2012
  • 11. Augustine Fou- 11 - Related Slideshares CPM and CPC Pricing Trends By: Augustine Fou, October 19, 2012 Display Search Social CTR Benchmarks By: Augustine Fou, March 11, 2013 Augustine Fou- 11 -
  • 12. Augustine Fou- 12 - Dr. Augustine Fou – Agency Czar “I advise clients on optimizing their marketing mix – from traditional to digital, and within digital from display to search to performance.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 13. Augustine Fou- 13 - APPENDIX
  • 14. Augustine Fou- 14 - Global Paid Search CTR Q1 2013 Source: Kenshoo, April 23, 2013
  • 15. Augustine Fou- 15 - Mobile Paid Search Clicks vs Spend Source: Kenshoo, April 23, 2013
  • 16. Augustine Fou- 16 - Device CPC Comparison Source: Kenshoo, April 23, 2013
  • 17. Augustine Fou- 17 - Device Clicks vs Ad Spend Source: Kenshoo, April 23, 2013