The Value of Google Search Ads: Key Statistics and Benchmarks
Google Search Ads are widely recognized as a highly effective marketing tool for businesses looking to boost brand awareness, expand reach, and drive significant conversions. But how valuable are they exactly? In this article, we’ll delve into specific statistics and benchmarks to illustrate the performance of Google Search Ads, how they influence user behavior, and how advertisers utilize them.
Google Search Ads Reach Statistics
First, let’s examine the extensive reach of Google Search Ads:
- Google was the most-visited domain in February 2020, with 71.14 billion visits.
- As of 2019, over 650,000 apps serve Google Ads.
- More than 2 million websites and apps are part of the Google Ads Search Network.
- In 2020, Google generated 62% of all core search queries in the US.
- 63% of US users have clicked on at least one Google search ad.
- Google Ads is the largest provider of search advertising worldwide.
- Two out of five small- and medium-sized businesses run PPC campaigns.
- Small and medium-sized businesses spend between $9,000-10,000 per month on Google Ads alone.
Google Search Ads Costs & Performance Benchmarks
Google Search Ads performance varies by industry and competition, but here are some average benchmarks:
- The average click-through rate (CTR) for Google Search Ads is 3.17%.
- The average cost per click (CPC) is $2.69, ranging from $0.44 in the travel industry to $6.75 in the legal industry.
- The average cost per action (CPA) is $48 for Search Ads.
- The average conversion rate for Search Ads is 3.78%.
- Google Ads has a higher average CTR than Bing Ads.
- Ads in the first position on the first page of Google have an average CTR of 7.11%.
- Return on investment (ROI) varies but can range from a 2:1 to an 8:1 return.
Google Search Ads & Consumer Behavior
Understanding how Google Search Ads influence consumer behavior is crucial. Here are some insights:
- 63% of people would click on a Google search ad if it’s relevant to their search.
- 75% of users say paid search ads make it easier to find information.
- 33% of people click on search ads due to their relevance.
- Over 50% of users aged 18-34 cannot distinguish between Google search ads and organic listings.
- 55% of users who engage with ads prefer text search ads.
- Reasons people click on paid ads include:
- Answering a search query (33%)
- Mentioning familiar brands (26%)
- Appearing before other results (20%)
- Having compelling titles, descriptions, or images (19%)
- 95.8% of Google searches contain four or more words.
- 65% of clicked Google Ads contain buyer-intent keywords like “buy,” “purchase,” and “call.”
- Customers are up to 70% more likely to purchase from Google Ads when brands use retargeting.
- Google Ads receive 65% of clicks on buying keyword searches; organic results get 35%.
- Users are about 4x more likely to click on a paid Google search ad than on any other search engine.
Local Google Search Ad Statistics
Local businesses can also benefit significantly from Google Ads:
- 4 out of 5 consumers want ads customized to their city, area, or zip code.
- 80% of consumers use search engines for local information.
- Over 70% of mobile converters contact local businesses directly through Google Ads.
Responsive Search Ads Statistics
Responsive Search Ads (RSAs) allow for more ad variations, with Google automatically selecting the best one for each user query:
- Initially, Expanded Text Ads (ETAs) outperformed RSAs in CTR, conversion rate, CPA, ROAS, conversions/impressions, and conversion value/impressions.
- Over 80% of advertisers were using RSAs by 2019.
- RSAs without pinned ad copy receive significantly more impressions than those with pinned copy.
- Ads with more copy variants get higher impressions; using up to 13-15 headlines is recommended for relevant, high-quality copy.
Mobile Search Ads Statistics
Mobile users account for a significant portion of Google Ads traffic and conversions:
- Google Ads capture 95% of mobile clicks in the SERPs.
- Mobile devices accounted for 69% of all Google Ad clicks in 2019.
- Mobile searches for local businesses grew by more than 250% between 2017 and 2019.
- 70% of mobile searches result in user action within an hour.
- 64% of mobile conversions come from the top three ad positions.
Final Thoughts
The statistics clearly show the immense value of Google Search Ads for businesses of all sizes and industries. Google Ads can be a scalable investment, with various strategies available to reach target audiences and connect with high-intent buyers. With data-driven Google Ads services and strategies, you can maximize your campaigns and achieve significant results.