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Display Ad Click Through Rate Benchmarks vs Search Ads

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Dr. Augustine Fou - Independent Ad Fraud Researcher
Dr. Augustine Fou - Independent Ad Fraud Researcher

Notice the trend over many years. It doesn't change much. Display ad click through rates are in the 0.1 - 0.2% range. So if you are getting 1% CTR or 10% or even 100% click through rates, something is wrong. Double check it.

Data & Analytics
1 of 2
December 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Display Ad Benchmarks 0.16% avg Worldwide, All Formats 0.06% avg United States, HTML5 display ad Source: Google
December 2017 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Industry-wide Ad Benchmarks search ads 1.91% avg display ads 0.35% avg Source: WordStream

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  • 1. December 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Display Ad Benchmarks 0.16% avg Worldwide, All Formats 0.06% avg United States, HTML5 display ad Source: Google
  • 2. December 2017 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Industry-wide Ad Benchmarks search ads 1.91% avg display ads 0.35% avg Source: WordStream