1. Online advertising platform WordStream, analyzes and announces new Search Engine Results (SERP) benchmarks caused by COVID-19.
  2. Breakdown of trends and what advertisers are seeing in terms of results per 21 industries:
    • Average click-through rate (CTR) by industry
    • Average cost per click (CPC) by industry
    • Average conversion rate (CVR) by industry
    • Average cost per action (CPA) by industry
    • Average daily PPC advertising budget by industry
  3. PPC metrics are listed for the following industries: Arts & Entertainment, Automotive, Beauty & Personal Care, Business & Industrial, Clothing & Apparel, Computers & Consumer Electronics, Dining & Nightlife, Education, Finance, Food & Groceries, Health & Medical, Hobbies & Leisure, Home & Garden, Internet & Telecom, Legal, Nonprofits & Charities, Occasions & Gifts, Real Estate, Retailers, Sports & Fitness, and Travel & Tourism.
  4. Average click-through rate (CTR) has increased across industries.
    • As many advertisers pull back, ad auctions are slightly less competitive and PPC cost per clicks have been declining.
  5. Average cost per click (CPC) has dropped across industries.
    • Some industries are noticing lower CPCs as ad competition becomes scarce. 
  6. Average conversion rate (CVR) varies across industries
    • Many small businesses are unable to operate or convert new customers in the same way that they previously were, but many have been able to pivot and find better ways to convert customers online.
      • Restaurants may have no diners inside, but more are turning to ordering in advance and contactless delivery through online advertisements
  7. Average daily budgets reduced across industries.
    • Overall, businesses are reducing their ad budgets. However, advertisers are finding success with a smaller daily budget.

SCOOTER NOTE: It is important to understand industry trends to plan, readjust and execute your company’s marketing strategy. Click to Read the Full Report by Industry.