If you've considered diving into the world of Google Ads, but are unsure of what to expect, these breakdowns by industry can give you a general guideline. Keep in mind, a number of factors play into your average cost per click (CPC), cost per action (CPA), average conversion rate (CVR), and average click through rate (CTR) including:
- quality score
- demographic targeting
- ad spend
- landing page experience
- and much more that Google doesn't like to share with us
Remember, these are averages by industry so if you are above or below any of these marks with your current campaign it doesn't mean you are doing it wrong or doing bad.
Average Cost Per Click
The CPC in Google Ads across all industries is $2.41 on the search network. This amount varies greatly depending on the industry you are in. For Dining and Nightlife your average is closer to $1.30 CPC, but Law and Government can expect upwards of $6.35 CPC.
Average Cost Per Action
The CPA in Google Ads across all industries is $56.11 on the search network. Computers and Electronics see the highest CPA at just over $100, while the Auto industry can expect a much lower CPA of around $26.
Average Conversion Rates
The CVR in Google Ads across all industries is 4.40% on the search network. Auto and Law & Government are the highest converters, while Apparel and Real Estate don't see the return quite a easily.
Average Click Through Rates
The CTR in Google Ads across all industries is 5.06% on the search network. Clicks don't come as easily for the Business & Industrial sector (under 4%), but Travel & Tourism companies could see close to 8%!
To read the full report from WordStream click here.