{"id":116523,"date":"2019-01-04T14:50:06","date_gmt":"2019-01-04T14:50:06","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=116523"},"modified":"2019-10-24T09:51:26","modified_gmt":"2019-10-24T09:51:26","slug":"google-ads-conversion-rates-industry-compare","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/01\/04\/google-ads-conversion-rates-industry-compare\/","title":{"rendered":"Google Ads conversion rates by industry: How do you compare?"},"content":{"rendered":"

Google Ads<\/a> is an expensive game if you get it wrong.<\/strong><\/p>\n

So, we figure you\u2019re doing what you can to measure the performance of your campaigns<\/a>. But just how<\/em> are you doing that?<\/p>\n

Our best guess is you\u2019re using your own historical data to measure your success. Of course, the inbuilt problem there is that it\u2019s only your<\/em> data. And there are few actionable insights you can get from it.<\/p>\n

Now, we\u2019re not saying it\u2019s useless. These metrics will show you if you\u2019re improving month-on-month, but the data will only show you how you\u2019re improving against yourself.<\/p>\n

Because when you look at your own historical data, pretty much all you can take from it is: are we doing better than we were doing before?<\/p>\n

If the answer is no, then back to the drawing board, but if the answer is yes, you\u2019re doing better than before, so good for you.<\/p>\n

But how does your data stack up against the average across your industry?<\/p>\n

We\u2019re going to go out on a limb and say you don\u2019t know the answer. You don\u2019t know how you stack up against industry<\/a> averages. And we\u2019ll tell you why you don\u2019t know\u2026<\/p>\n

Because that information is not so easy to get your hands on, and for most businesses it\u2019s to all practical intents<\/a> impossible.<\/p>\n

And until you do<\/em> know how you\u2019re doing against industry averages, you\u2019ll never know if your campaign is a true blockbuster.<\/p>\n

Numbers: Google Ads<\/a> across industry<\/h3>\n

A few years ago,\u00a0Wordstream<\/a>\u00a0started running analysis of their client accounts to find answers on conversion rates<\/a>, cost per click (CPC), click-through rate<\/a> (CTR<\/a>), and cost per action (CPA<\/a>) by industry.<\/p>\n

We also covered this back in 2016<\/a>, if you’d like to compare how the numbers have changed.<\/em><\/p>\n

These figures are based on a sample of 14,197 client accounts in all verticals — totaling more $200 million in aggregate Google<\/a> Ads spend.<\/p>\n

Their stated goal was to establish CVR<\/a> (average conversion rate) for both search and display ads.<\/p>\n

They ran the analysis across 20 different industries including the following:<\/p>\n