Digital Advertising Benchmarks

Dr. Augustine Fouhttp://www.linkedin.com/in/augustinefouJuly 23, 2012.Digital AdvertisingBenchmarks

Display Ads on…July 23, 2012 2Portals Ad Networks Facebook$1 - $10 10c - $1 1c - 60cShift allocation to get more impressions or lower costLarge verticalaudiencesPublisher/portal haspower; direct salesThousands of long-tail small websitesAdvertiser has power;bidding systemIndividuals“Junk” quality andsuper-low pricesCPM0.1% 0.01% 0.01% - 0.001%CTR

Display Ads benchmarksJuly 23, 2012 3UPDATED May 21, 20135.3 trillion display ads served in 2012 (comScore)$7.7B display ad revenues in FY 2012 (IAB)= $1.45 CPM industry-wide display ad benchmark

Search AdvertisingJuly 23, 2012 4Paid/ SEM Organic$1 - $10 FREEShift allocation to get more clicks at lower costFor long tail,descriptivekeywordsFor brand termsand expensivekeywordsCPC1 - 5% 13 - 21%CTRSource: SlingShot SEO

Dr. Augustine Fou – Agency CzarJuly 23, 2012 5“I advise clients on optimizing theirdigital spend and integratingacross channels.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23acfou@mktsci.comClickZ Articles: http://www.clickz.com/author/1151/augustine-fouSlideshares: http://www.slideshare.net/augustinefouLinkedIn: http://www.linkedin.com/in/augustinefou

APPENDIXJuly 23, 2012 6

Search Ad CPC benchmarks by IndustryJuly 23, 2012 7MethodologyUsing Google KeywordTool, generate keywordsuggestions for eachindustry sector; thenaverage suggested CPCacross the top 200, 400, or800 keywords.

Digital Advertising Benchmarks

by Dr Augustine Fou on Jul 22, 2012

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 8

Statistics

Digital Advertising Benchmarks Presentation Transcript

http://pinterest.com	3
http://go-digital.net	3
http://www.linkedin.com	2