Wordstream have published some useful research for benchmarking paid search marketing at a high level. If you’re considering paid search it gives you an idea of the conversion rates you can expect when making the business case. Of course, a test will show you rates specific to your market and your site, but this gives an indication.
The Average Click Thru Rate on AdWords Varies For Search And Display
In any given industry, the click through rate of Google’s ads in Google Search were always higher than the click through rate on the Google Display Network. However, the average Google Display Network click through rate of any industry was still significantly higher than a Facebook ad.
The Average Cost Per Click on AdWords Revealed Conversion Opportunities
In our analysis we found a lot of industry verticals where Google’s Display Network had lower average cost per click and higher average conversion rates than Google Search ads. Yes, you heard that right. There are industries where Google Display Ads are being undervalued because they are cheaper and convert better than your bread and butter search ads.
We believe this might be due to the effectiveness of Google remarketing, and the trend may even increase once dynamic remarketing becomes more widely adopted!
This infographic is based on advertisers across industries using their AdWords performance grader over one billion dollars of spend.
Here’s a summary of the main findings taken
- Average conversion rate for the search network in Q3 2012: 5.63%
- Average conversion rate from the display network in Q3 2012: 4.68%
- The Travel industry has the lowest conversion rates
- Internet / Telecoms has the highest conversion rates across search & display.
- The display network (ads outside of Google on publisher sites useful for generating awareness) generates 5x the volume of impressions but 1/5 of the clicks compared to the search network (searches within Google and its partners).
- Clickthrough rates are not covered by this research, but Wordstream suggest an average 2% to 5% paid search clickthrough rate for competitive industries and a 5%+ click-through rate for non-competitive industries for top positions with brand terms higher.
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Posted in Business, Google, Web 3.0
- Tagged conversion rates, Google AdWords, google statistics, google stats, Pay-Per-Click, Quality Score, Search Engine Marketing, Search Engine Optimization, SEM, SEO, Web Marketing
This infographic, inspired by an analysis of how our solutions are used, gives an idea of a web analyst’s everyday life. It compares how French and German web analysts use our tools.
The differences are surprising at times, as they go beyond the framework of the web analyst role to reveal behaviours typical of our respective cultures and identities. See for yourself!
Search engine optimization adherence in the website relaunch/redesign process is a topic
We may now know what to consider during the redesign phase and how to remedy issues, but we must follow these items below to have a truly effective relaunch…at the time of pressing go. Some of these checklist items reflect technical SEO considerations for content visibility to search engines and users, items pertaining to on-page SEO, and also analytical tracking items you don’t want to overlook.
- Redirect Mapping – Ensure that the development team and content team are in a cohesive understanding of the intended new page naming conventions and URL structure.
- Exclusion Migration – While your new site is transitioning from a staging site to production, you may have placed proper exclusion efforts to rid search engine crawling in the staging area such as a full staging site robots.txt disallow or Meta Robots usage within individual page source code.
- On-Page SEO Transition – While your mind may be focused on your new design and how great the new site will look, don’t forget that optimized on-page elements need to transition into the new site, too. You must ensure that the title elements from the staging site will transition to the new site
- Internal Linking – A redesigned site close to launch can be rife with internal linking flaws. Before the site goes live you should do manual review of important links.
- Code Review – Review the code to ensure there are not any old CSS or JS server side referenced file requests that will not be used in the new site. You will want to make sure you retain Open Graph and Twitter Card tagging if you currently have this on the live site.
- Look and Feel (Compatibility) – You must ensure that your new design will provide the same experience for every user based on their browser and browser version.
- Analytical Considerations – The first consideration is tracking coverage. Ensure that every page features the same analytical tracking that the existing site has.
Bing is unveiling a new look that will start showing up in the web interface next week. The new design makes trend graphs immediately visible, has simplified navigation and generally looks a lot like Google AdWords.
A few key updates include:
Auto-tagging. We know it takes time and effort to manually tag the destination URLs for your ads. Now, Bing Ads handles it for you, providing more accurate reporting, and reducing time spent on managing campaigns.
Online insertion orders. We believe this feature will make life simpler. No need to fax or email insertion orders – you can do it online through Bing Ads or the Bing Ads API. This will offer ease in your ability to track budgets and manage account payments.
A new performance indicator. We know that sometimes you wonder why one ad is doing great while another isn’t. Coming soon, our new Top Mover feature is a diagnostic tool that quickly analyzes ad performance, allowing you make better campaign decisions
Improved UI. Starting next week, you will start to see Bing Ads in a different way. With simpler navigation and a new look, Bing Ads will become easier to use and enable you to save time by improving work flow.
Bing Ads Geo-targeting Features New and Improved
Bing Ads announced updates to its geotargeting that include more visibility, control, and improved radius targeting.
1. New/improved map control
new map features give advertisers a way to visualize where they are targeting on the map. “You can also add/remove targets from the map control.”
2. New/improved radius targeting
Improved radius targeting is the second announcement in the release, and lets advertisers be more granular. “Previously, we only allowed predefined increments of 5, 10, 20 etc miles as the radius.” Now, targeting allows for 1 mile to 500 miles or 1 kilometer to 800 kilometers.
3. Location and radius targets in the same campaign/ad group
The third update combines the ability to use radius targeting with location targeting for the same campaign and ad group.
These enhancements are available in the latest version of Bing Ads Editor as well as V9 API.
You can get the latest version of BAE from the Bing Ads Editor download site and you can refer to the LocationTarget2 object of V9 API.
Google AdWords Auction Insights
Along with a overview on Quality Score factors, this week, Google released an updated video on the AdWords auction and Ad Rank, the scoring system used in each auction that determines the order in which ads appear.
Varian’s Ad Rank formula visual now includes “Format Impact”. Varian walks through the factors that go into Ad Rank, how it is calculated and ways advertisers can raise their Ad Rank.
Hal describes how the auction system works so that consumers always see the most relevant ads and advertisers get the most value. He also provides insight into the key components of ad rank: bid, quality and formats, and the way all of this works together to determine your ad’s position and cost.