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2019 Google Ads Industry Benchmarks Slides

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Revamped for 2019, WordStream's exclusive Google Ads Industry Benchmarks are back, and better than ever.
Thanks to our premier partnership with Google, our experts have been able to once again provide marketers across the globe with one of the most insightful resources for online advertising - the Industry Benchmarks.

An exclusive look into data straight from Google, our benchmarks provide you with the knowledge you need to ensure your advertising efforts have what it takes to produce results for your business.

Our live webinar will reveal the long-awaited benchmarks, delivering valuable insights such as:

- Where you stand within your industry in terms of click-through-rate, cost-per-action and other critical performance metrics
- How to use the data from your industry's benchmarks to adjust course for 2019
- What steps you can take immediately to boost your ranking across the board
- What indicators you should be looking for moving forward to assess and improve your performance

Published in: Marketing
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2019 Google Ads Industry Benchmarks Slides

  1. 1. LIVE WEBINAR Google Ads Benchmarks for 2019 An exclusive look at your Google Ads competition this year—and how to beat it.
  2. 2. 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4 The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  5. 5. LIVE WEBINAR Google Ads Benchmarks for 2019 An exclusive look at your Google Ads competition this year—and how to beat it.
  6. 6. 6 I’m Gordon! Gordon Donnelly • SEO & Content at WordStream • Blogging, video, & misc. content creation • Speaker @ Mobile Monkey’s Advanced Facebook Ads Summit
  7. 7. 7 “The Grader” • Wordstream.com/google-adwords • 11 individual grades • Performance benchmarks
  8. 8. 8 "While there are no universally determined benchmarks for good AdWords campaigns, the AdWords Performance Grader from WordStream goes a remarkably long way towards establishing standards for this." - Marshall Sponder of Web Metrics Guru
  9. 9. 9
  10. 10. 10 I’m Patrick Henry! Patrick Henry Carrera • Senior Data Analyst • Big fan of Tableau, SQL, and all things Data • Has been told by the police, “No you cannot pet our dog, he or she is working”…..multiple times
  11. 11. 11 1. The Benchmarks The benchmarks are Medians for CPC, CTR, CPA, CVR on the Google Display and Search Network, separated by industry. What are the benchmarks?
  12. 12. 12 2. Industry Categories This is the first time our benchmarks will strictly adhere to Google’s industry category classification. This is exciting because as we continue to release our benchmarks it will be easier to see what changes are happening in certain industries. We can not only benchmark your prior performance in a specific industry but set goals for the upcoming year as well. What are the benchmarks?
  13. 13. 13 3. Why use a median A median is a better indicator of what is typical than an average. With a median, a single account’s data can only affect the result as much as any other account. An average allows accounts with significantly higher costs to disproportionally affect the final output. What are the benchmarks?
  14. 14. 14 4. Applied Filters Each of the reports for the eight metrics in total needed to have their own filters. For example, the Display CPA benchmark does not consider any accounts that have a zero value for Display Cost. What are the benchmarks?
  15. 15. 15 Where did they come from? ✓The data comes from our Wordstream SEM Google Ads account which contains the data of our customers as well as anyone who has connected their account to ours via our Google Ads Performance Grader. ✓Unfortunately, there is no industry field in Google Ads. Using the Client ID I was able to join the Google Ads data to our Grader Free Tool data as well as our Customer data where individuals can declare their industry ✓To include accounts using foreign currency we used the currency conversion rate from www.OANDA.com
  16. 16. 16 Interesting Findings &Trends B2C vs B2B • Example B2B Industries: Finance, Law & Government, and Business &Industrial • Example B2C Industries: Hobbies & Leisure, Arts & Entertainment, Dining & Nightlife • Industries that are more geared to be B2C have lower CPA for Search than industries that are more heavily B2B • Median CPA for B2C = $ 36.65 | Median CPA for B2B = $75.48 • This trend does not follow for the Display network
  17. 17. 17 Interesting Findings &Trends • CPC is larger in the Search network than in the Display network, but still CPA is almost always higher in Display than in Search. • This is caused by much lower CTR and CVR in the Display network compared to the Search network. Search vs Display
  18. 18. 18 Interesting Findings &Trends • Highest conversion rates for the Google Search network is for Vehicles at 7.98% & Law and Government at 7.45%. • The Median (CVR) 4.16% • The Standard Deviation (CVR) 1.41% • Highest conversion rate for the Display network is Hobbies & Leisure at 1.12% • The Median (CVR) .52% • The Standard Deviation (CVR) .22% Highest Conversion Rates
  19. 19. 19| Confidential CTR, CPC, CVR, & CPA: Which metric is most important for your advertising goals?
  20. 20. 20| Confidential Average click-through rate (CTR)
  21. 21. 21 High CTR Industries • Travel & Tourism (7.83%) • Vehicles (7.35%) • Dining & Nightlife (6.63%) Low CTR Industries • Law & Government (3.27%) • Computers (3.49%) • Finance (3.58%)
  22. 22. 22| Confidential 3.17% → 5.06% Increase YOY
  23. 23. 23 Search ads are BIGGER in 2019 • Expanded Text Ads (ETAs) are bigger than ever (8/18) • 1 more headline, 1 more description, & 10 more characters per description • Mobile optimized—your first two headlines and first description will always show. • Use the third headline and second description to enhance and reinforce your messaging—not for vital messaging
  24. 24. 24 Search ads are more flexible in 2019 Responsive Search Ads (RSAs)
  25. 25. 25 You can now target more high-intent prospects Google Ads Audiences Then (RLSAs) Now
  26. 26. 26| Confidential How to increase CTR in any industry
  27. 27. 27 Personalize ad copy via audience targeting
  28. 28. 28 Inject click-worthy feeling into your copy
  29. 29. 29| Confidential Average cost per click (CPC)
  30. 30. 30 High CPC Industries • Law & Government ($6.35) • Finance ($3.56) • Health ($3.13) Low CPC Industries • Dining & Nightlife ($1.30) • Apparel ($1.38) • Travel & Tourism ($1.42)
  31. 31. 31 Quality Score & CPC
  32. 32. 32| Confidential You are not your industry!
  33. 33. 33 How much do I bid??
  34. 34. 34| Confidential Average conversion rate (CVR)
  35. 35. 35 High CVR Industries • Vehicles (7.98%) • Law & Government (7.45%) • Dining & Nightlife (4.74%) Low CVR Industries • Apparel (2.77%) • Computers (3.16%) • Hobbies & Leisure (3.39%)
  36. 36. 36| Confidential Remarketing & audience building
  37. 37. 37
  38. 38. 38
  39. 39. 39| Confidential RLSAs
  40. 40. 40 Getting started with RLSAs
  41. 41. 41 Average cost per action (CPA)
  42. 42. 42 High CPA Industries • Computers ($101.40) • Law & Government ($85.29) • Real Estate ($77.28) Low CPA Industries • Vehicles ($26.17) • Travel & Tourism ($27.04) • Dining & Nightlife ($35.35)
  43. 43. 43 CPA: It’s all about the path
  44. 44. 44 Reducing friction along your conversion path
  45. 45. 45 Fewer touchpoints is not always better
  46. 46. 46 Key Takeaways Utilize all the new features at your disposal Make your ad copy relevant Leverage RLSAs Make your conversion path fluid wordstream.com/google- adwords 1 2 3 4 5
  47. 47. Thank you!

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