Overall Performance:
On an annual basis, US advertisers saw paid search click volume rise by 20% accompanied by a 21% increase in impression volumes. Cost per click (CPC) also decreased from $0.95 in Q3 2012 to $0.82 in Q3 2012. The lower CPC is indicative of a relatively stable third quarter pattern that we’ve seen year over year. Overall, marketers maintained the click through rate (CTR) year on year versus Q3 2011.
US Average CTR / Average CPC
US Average (CTR) Click Through Rate on Google Search Ads Per Industry
While it’s helpful to understand the broader context of how paid search is evolving at a macro level, the reality is different industries can demonstrate fundamentally different trends. To that end, we looked at the behavior of seven different industries
US Average CPC Cost Per Click Per Industry
UK Average Click Through (CTR) and CPC Cost-per-Click on Google Search Ads
Europe Average Click Through (CTR) and CPC Cost-per-Click on Google Search Ads
Facebook Average CTR Click Through Rate
Across geographies, CTR on Facebook remains low, with US and Eurozone advertisers seeing the highest CTR on Facebook. In regards to cost, US and UK advertisers experience higher CPCs than their Eurozone counterparts. Compared to the average CPC of paid-search advertising, Facebook is seemingly a less expensive alternative offering creative advertising options outside of the traditional search and display.
Facebook Average CPC Cost Per Click
Thanks for Marin Solutions:
Marin Software provides the leading digital ad management platform, with over 1,800 brands managing more than $4.0 billion in annualized ad investments on Marin. Offering an integrated platform for search, display, social, and mobile marketing, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software provides technology that powers marketing campaigns in more than 160 countries.