Clickthrough rate (CTR) benchmarks: How do you compare?
Source: Lighthouse — Google & Bing (Q2 2015)
Highlights From the CTR Benchmark Chart
- Retail: Advertisers on keywords related to Gifts had the highest CTR during Q2 of 2015 of any vertical analyzed, four times higher than any other Retail sub-vertical.
- Telecom: Telecom saw the biggest differential between top-tier and middle-tier advertisers. Why do you think the top-tier advertisers, the ones who generate the greatest volume of clicks, can also produce the most efficient ads?
- Automotive: This vertical saw the lowest average CTR of the five verticals we analyzed, with an average of 3.8%. Why are automotive shoppers more hesitant to click on ads? It makes sense if the ads were advertising local dealers (i.e., providing a phone number or address) but not if they are driving shoppers to 3rd-party comparison sites or for buying auto parts.