How do Your Clients’ Search Engine Marketing Stats Look?

BY Kathy Crosett
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Consumers are now spending more time searching on their phones than they are on their computers. This trend makes sense when you remember that consumers have their phones with them continuously. They’re always looking up where to shop and where to eat out. Your clients need to stay up to date on their search engine marketing on mobile, or they’ll lose potential business.

Excelling with Search Engine Marketing

WordStream recently reviewed over 20,000 client accounts to understand what's happening with search. These accounts all purchased Google Ads, amounting to spending over of $139 million. With volumes at this level, patterns emerge by vertical. Here’s what WordStream analyst Gordon Donnelly has to say.

The average click-​through rate (CTR) across all industries for mobile search ads is 4.1%. Interestingly, that number drops to 3.17% when the clicks from desktop-​based devices are included. These percentages are another indication of the popularity of mobile search among consumers.

The verticals with the top CTRs are:

  • Arts & Entertainment 5.01%
  • Hair Salons 5.00%
  • Travel & Hospitality 5.36%

While CTRs are one indication of search engine marketing campaign success, the mobile cost per click is another measure. WordStream analysts point out that the average CPC for mobile search in Google Ads is $2.67. When figures from desktop-​based devices are included, the price is $2.69.

The verticals with the highest CPCs include:

  • Law/​legal $4.86
  • Construction $3.66
  • Health care $3.24

Search engine marketing experts sometimes obsess about trying to keep their CPCs lower than average. That strategy might not always be the best. Remember that your client’s goal is to get clicks on their ads, so paying a little more isn’t always a bad thing.

That’s because conversions matter. Your clients want potential customers to take a specific action as a result of their search engine marketing efforts. For example, a conversion might be all about the number of customers who use the mobile click-​to-​call button. Customers might also go right to your client’s site and place an order or make a dinner reservation. It’s up to you and your clients to set these conversion goals for each campaign.

The highest mobile CPV rates take place in these industries:

  • Law/​legal 6.95%
  • Hair salons 5.95%
  • Construction 4.64%

The holy grail of all marketing and advertising expenditures is an acquired customer. In search engine marketing, the cost per action (CPA) is defined as “the price advertisers pay for every new customer they acquire, which is calculated by dividing the total cost of conversions by the number of conversions.”

The average marketer pays $80.89 for each customer acquired through Google Ads mobile search efforts. The cost across all devices, including desktop, is $48.96. Because CPAs appear to be much higher for mobile search, you’ll want to be conservative with your clients’ funds when bidding.

Not surprisingly, some industries, especially B2B categories, experience much higher than average CPAs:

  • Consulting: $117.75
  • Business services $125.60
  • Internet/​Telecom $140.40

The WordSteam survey data gives you some guidelines for working on mobile search campaigns for your clients. But, as you know, paid search is a complex and effective way for your clients to reach customers. For another perspective on how your clients’ search and other digital marketing efforts measure up against their competitors, run a category analysis on the Digital Audit tool available at AdMall from SalesFuel.