PPC is one of the most effective online marketing methods on account of its superior audience targeting based on data such as demographics, keyword, and period of usage.
In the last five years, the PPC market has changed a lot. It is no longer exclusive only to Google because social media, Amazon other search engines incorporated PPC as a way to generate profit.
In a world where PPC has become more competitive than ever, these vital PPC stats can help you craft a well-thought marketing strategy and choose the right platform to advertise your products.
PPC Stats (Editor’s Choice)
- 25.8% of consumers use AdBlock.
- 90% of all PPC ads go unnoticed by users.
- Google has the biggest PPC market share with 37.2%.
- 90% of the internet’s population has seen at least one Google Ad.
- Google Ads have an average CTR of 2%.
- Amazon PPC’s average conversion rate is less than 10%.
General Pay per Click Statistics
1. Nearly 50% of users can’t tell the difference between PPC and an organic result.
Many people regard PPC as a poor advertising method because they think users evolved and started avoiding sponsored results. There is some truth to this, but a recent study shows that nearly half of the users didn’t recognize the difference between an organic search result and a sponsored ad.
2. 25.8% of users used AdBlockers in 2019.
AdBlockers continue to be problematic for PPC ads. Users feel overwhelmed by the ads shown on every website and platform. Statista provides one of the most important PPC stats, revealing that 25.8 % of users use ad blockers. They also state that the percentage will only increase in the coming years. Marketers must either chill a bit with placing ads everywhere or find a more intelligent solution.
3. PPC belongs in the top three on-page conversions.
If you didn’t know, on-page conversion describes the number of website users who leave their personal information or make a purchase on the site. The average PPC conversion rate for websites is 17%, which is only one percent less than the 18% conversion rate for email marketing and 7 percent less than on-page website conversion which stands at 24%.
4. Nearly all consumers use the internet to find local businesses.
As many as 97% of all users on the internet search for a local business online, according to BrightLocal’s PPC and local search statistics. Given that half of the users can’t tell the difference between organic and paid results, a well placed local PPC ad can bring in plenty of new customers and increase the revenue of your company.
5. 90% of PPC ads are not seen by users.
This illustrates a problem that marketers have experienced for years, failing to find a suitable and consistent solution. One of the most surprising PPC statistics shows that 92% of all ads go unseen by users. In a world where people have trained their minds to avoid seeing or reading an ad, marketers must think outside the box, and up their game with the ad content creation. If you want to attract users, you must create an engaging and exciting material so you can disrupt the trained eye into noticing.
6. 75% of people say they click on ads because they expect an answer to their question.
Clutch’s PPC statistics reveal that 75% of people believe that ads provide answers to their queries. 33% of users state that they click the ad because they think it contains the right answer.
The number one rule for success on the search engine is to write content that provides solutions to search queries. When the SEM team does their job right, people will appreciate the search query result and reward it with a click.
7. Advertisers are spending more on social ads.
The most recent PPC marketing stats from Social Media Today reveal that 72% of marketers spend more on social ads. With more than 2.4 billion active social media users, it’s understandable that marketers are shifting their advertising on social media.
8. Display advertising generates 300% more traffic.
Display advertising, also known as banner advertising, is a form of marketing that uses photographs, videos, or animation to convey the commercial message of a brand. PPC display ad statistics reveal that this type of advertising generates 300% more traffic to a website. With these ads continually moving, they succeed in capturing the attention of users and produce a higher conversion rate than text and picture ads.
9. 8% of mobile users use AdBlock on their device.
More than 615 million devices use AdBlock, according to PageFari’s mobile advertising PPC statistics. Since there are 7.26 billion mobile users in the world, that’s a small number. In some cases, however, especially when your target audience is younger and already accustomed to AdBlock, it can produce poor results.
10. 40% of businesses want to increase their PPC budget.
As more businesses experience the excellent conversion rate of PPC ads, their appetites grow bigger. However, not every company has the budget to invest more in pay-per-click advertising, with more than 40% of businesses wanting to increase their ad spending, but lacking the funds.
Google PPC Statistics
11. Google rules the PPC market with a 37.2% share.
After all, it was Google that started PPC advertisement in the first place. Facebook comes in second with a 19.6% market share. Both Google and Facebook decreased their market share by 2%, while Snapchat and Amazon are increasing their respective market shares.
12. Google says PPC ads increase brand awareness.
The official Google ads statistics revealed that the platform’s advertisements increase brand awareness. A study covering four industries, and more than 800 users ran simulated queries for specific keywords. The users were later shown a test SERP, where they placed a couple of test brands in the top ad positions. The results suggested a significant increase in brand awareness for the automotive and B2B sectors.
13. Google Ads have an average CTR of 2%.
The average PPC click through rates on Google ads stand at 2%. Some marketers consider Google’s CTR above average and still use it as a way to generate leads. Even though the focus for many marketers has shifted towards social media, the way Google displays sponsored ads still proves more effective.
14. The average conversion rate on Google ads is 3.17%.
And every year, the conversion rate increases. SearchEngineWatch’s stats for using PPC reveal that the greatest conversion rates on Google come from the Dating and Personal industry with 9.64%, Legal with 6.98%, and consumer services with a 6.64% conversion rate.
15. PPC has one of the biggest ROI (200%).
For every dollar companies spend on pay-per-click advertising, they earn two dollars on average from Google Ads. With 200%, PPC provides the highest ROI from all digital advertising formats, according to recent PPC ROI stats.
16. 89% of search paid ads do not receive organic clicks when paused on Google.
The results even surprised Google. In their research, they monitored the organic click volume with all ads paused for the time being. They found that ad clicks took 89% of the traffic and when they were paused the traffic wasn’t replaced by organic clicks across all verticals like many thought.
17. Google recommends a budget of $10-$50 per day for beginners.
PPC campaign stats show that Google recommends to new users to spend $10-$50 on PPC per day. After your first bids, check the day after and see how your ads performed. If you think it is good enough, leave it as it is. On the other hand, if you think it’s too little or too much, then change it. Test until you figure out what works best for you.
Facebook PPC Stats
18. 58% of people say that they have visited the brand's website after seeing their ad on Facebook Stories.
As many as 58% of surveyed Facebook users visited the brand’s website after they saw an advertisement on Facebook Stories. So, in this case, clicking is not so important as the brand awareness created by the ad. No clicks on your ads doesn’t necessarily mean you lost in some situations. Impressions count as well.
19. Facebook Ads have an average conversion of 9.21%.
Facebook advertisements, however, are not for everyone. Fitness studios have the highest conversion rate with 14.29%. Since the sector also has the lowest CTR, every click could be a potential customer. The healthcare industry’s average PPC conversion rate meanwhile stands at 11%, followed by Education with 13.58%, and the B2B sector with 10.63%. At the other end of the spectrum are retail and technology that fail to produce high conversion rates on Facebook, even if their CTR is higher than others.
20. 30% of US ad buyers say that Facebook offers the highest ROI from all of their advertising budgets.
Almost a third (30%) of all US advertisers get the biggest ROI from Facebook ads, as suggested by eMarketer’s PPC spending statistics. Facebook earned more than $16 billion in ad revenue in the second quarter of 2019, and their biggest boost came from Instagram ads.
21. 72% of marketers use Facebook to advertise.
Who would have thought 15 years ago that every marketing campaign would revolve around Facebook? Today, 61% of all marketers deem Facebook as the most important social media for their business. The most recent Facebook stats about PPC advertising show that 59% of all marketers will increase their spending on Facebook Ads in 2020.
(Source: Social Media Examiner)
22. Small businesses spend $1,000-$2,000 per month on Facebook advertising.
Because small businesses have limited budgets, Facebook advertising benefits them to most compared to other online marketing mediums. If you belong to an industry with a low PPC rate, you can double or even triple your revenue on Facebook. Over the last couple of years, we have witnessed eCommerce businesses grow thanks to Facebook advertising.
23. Carousel Ads on Facebook are ten times more clicked than regular ads.
The social network’s Carousel ads produce staggering results and are possibly one of the most efficient ways to generate traffic to a website from Facebook advertising. KineticSocial’s study indicates that there had been ten times more CTR on carousel ads compared to non-carousel ads.
Bing PPC Stats
24. Bing is more affordable and less competitive than Google.
Bing’s pay-per-click advertising rates are 33.5% lower than Google’s. Bing also has a better interface for setting the audience and goals. Plus, the ads occupy better positions than the way Google presents and produce better CTR.
25. Bing supports SMEs with less money spent on ads than Google.
To acquire Bing a rep, you need only to spend $500 per month on advertising. With Google, you must spend more than half a million dollars per year for a dedicated account rep.
26. Bing has a better quality score reporting than Google.
PPC platform statistics show that while Google ads have many tools to help track your campaign, they lack quality score reporting. Microsoft Adcenter meanwhile lets you pull data from the first to the last day and generate a historical quality score report.
(Source: PPC Hero)
27. Keywords with four or more words have the highest CTR on Bing.
It seems that long-tail keywords work best on Bing. Their internal data reveals that four-word keywords have the highest CTR with 5.83%. Additionally, one-word queries have 1.71 CTR, and two words have 1.95%.
Amazon PPC Statistics
28. The average CTR on Amazon is 0.36%.
More than 0.36% means you are doing a great job. Any less, and you need to change something. The leading causes behind low CTR on Amazon come from low title quality, high pricing, bad image quality, and poor review scores.
29. The average Amazon PPC conversion rate is almost 10%.
PPC facts and stats show that just like any other metric, the averages do not represent all industries. For instance, products that exceed $100 have a low conversion rate, because customers usually compare them with other products before they make the final purchasing decision.
30. 11% of marketers plan to run their PPC ads on Amazon.
Marketers surprised everyone when 11% of them stated that they would invest in PPC on Amazon. Compared to last year, that’s a 2% increase. Slowly but surely, Amazon is catching up with the competition.
(Source: Hanapin Marketing)
Frequently Asked Questions
1. What percentage of clicks do PPC ads get?
Not all searches display ads. That said, for queries with a commercial intention, Google fills 85% of the search page with PPC ads. Recent stats suggest that the top 3 ads take 41% of the clicks. Moreover, the product ad listings make an additional 20%. This leaves less than 40% clicks to organic results.
2. What is a good PPC conversion rate?
The average conversion rate on Google is 3.17%. Everything above or around that percentage is considered excellent. That said, not all industries share the same average. Dating and personals have the highest average CVR with 9.64%, followed by Legal 6.98%, Consumer Services 6.64%, and the Auto industry with 6.03%. The lowest average conversion rates come from e-commerce with 2.81%, Home Goods with 2.70%, and Advocacy with 1.96%.
3. How effective is PPC?
The average click-through rate for PPC marketing is less than 2%. And that’s more than enough for some industries. Let’s say that the average click for your ads is $1, and 100 people clicked on your site. At that moment you’ve spent $100. From those 100 people, three bought products worth $4,000 with a profit margin of $1,200. For an advertising campaign where you spent around $100, that’s a phenomenal ROI.
4. What percentage of Google ads are clicked?
The top three sponsored results receive 40% of the clicks, while 20% goes to ad product listings. Sadly, those who worked really hard with SEO will only receive less than 40% of the organic clicks. In this situation, when the keyword has a lot of marketing value, Google can fill up the search page with 80% sponsored ads.
Some say PPC is too expensive, or that SEO is the better option. Others argue that it rarely generates profit. Reality check — it works if you know what you are doing.
The PPC stats we presented in this article will help you understand how this advertising method works, where it fails, and will hopefully give you an idea how to incorporate it in your advertising strategy this year and beyond.
Sources: WordStream, Statista, Formstack, BrightLocal, KOL, Clutch, SocialMediaToday, Visual, PageFair, SocialMediaMarketing, eMarketer, Google, WordStream, SearchEngineWatch, WordStream, ThinkWithGoogle, Google, Facebook, WordStream, eMarketer, Social Media Examiner, FitSmallBusiness, KineticSocial, WordStream, HubSpot, Entrepreneur, PPC Hero, Bing, AdBadger, AdBadger, Hanapin Marketing