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Industry Benchmark Conversion Rates

Posted by Danielle MacInnis on 23 April 2024
Industry Benchmark Conversion Rates

Industry Average Conversion Rates and how to improve them

Here are the tables summarizing the PPC conversion rates by industry and within the B2C eCommerce category:

PPC Conversion Rates by Industry

IndustryAverage Conversion Rate (%)
B2B eCommerce3.2
B2B Services3.5
B2B Tech1.7
B2C eCommerce2.0
Cosmetic and Dental2.3
Professional Services9.3
Real Estate1.7

B2C eCommerce Average PPC Conversion Rates

CategoryAverage Conversion Rate (%)
Sports & Recreation1.75
Arts & Crafts3.79
Baby & Child0.99
Cars & Motorcycling1.55
Electrical & Commercial Equipment2.23
Fashion Clothing & Accessories2.44
Food & Drink2.37
Health & Wellbeing3.62
Home Accessories & Giftware2.16
Kitchen & Home Appliances2.48
Pet Care3.28

These tables show the variability of PPC conversion rates across different industries and within the B2C eCommerce sector, emphasizing the importance of industry-specific benchmarks in evaluating PPC campaign performance.

Google Ads

The average conversion rate for Google Ads for most businesses stands between 3.1% and 6% for search network ads and between 0 and 1% for Display Network ads. 

Wordstream data from 2020


Facebook Ads

According to a study by AdEspresso, Facebook Ads conversion rate ranges from 9% to 10%, which is higher than all Google Ads averages. Same as in the case of Google, though, numbers can vary from one industry to another.

For instance, fitness products and services have the highest conversion rate on Facebook, at 14.29%. The technology industry, however, has an average Facebook CVR of 2.31%, and even apparel CVR (4.11%) is much lower than the overall network average.

LinkedIn Ads

LinkedIn Ads are (in)famously known for being expensive, but they can have a good conversion rate if you know how to use them. 

According to some studies, LinkedIn Ads can have a conversion rate between 5% and 15%. The variations are so significant primarily because on LinkedIn, businesses are more likely to define "conversions" .

To improve the conversion rates for each PPC ad, it's essential to implement strategies that enhance the relevance, appeal, and effectiveness of your ads. Below are key strategies for boosting PPC conversion rates. 

1. Optimize Landing Pages

Ensure that your landing pages are directly relevant to your ad content. The messaging should be consistent, and the design should guide visitors smoothly towards the conversion action. Employ clear, compelling CTAs (Call-to-Action) and minimize distractions to keep the focus on conversion.

2. Use High-Quality Keywords

Focus on high-intent keywords that indicate a readiness to purchase or engage. Utilize keyword research tools to find terms that your target audience is searching for and match these keywords closely with your ad content and landing pages.

3. Implement Audience Segmentation

Tailor your ads and landing pages to different segments of your audience based on demographics, interests, behavior, or purchase history. Personalized messaging tends to resonate better and can significantly improve conversion rates.

4. Conduct A/B Testing

Regularly test different elements of your ads and landing pages, including headlines, images, ad copy, and CTAs. Use A/B testing to compare performance and iteratively refine your approach based on data-driven insights.

5. Employ Remarketing Strategies

Remarketing allows you to target users who have previously interacted with your website but did not convert. Customize your ads for these audiences to remind them of their interest and nudge them towards conversion.

6. Leverage Social Proof

Incorporate testimonials, reviews, case studies, or endorsements in your ads and landing pages. Social proof builds trust and can significantly influence decision-making, leading to higher conversion rates.

7. Optimize for Mobile

With the increasing use of mobile devices for internet browsing and shopping, ensure your ads and landing pages are mobile-friendly. They should load quickly and display properly on various screen sizes.

8. Focus on Ad Extensions

Utilize ad extensions to provide additional information and options to your ads, such as contact details, additional links, or specific product offerings. Extensions make your ads more informative and engaging, potentially increasing the click-through and conversion rates.

9. Improve Ad Relevance

Google Ads assigns a Quality Score based on the relevance of your keywords, ads, and landing pages. Improve your ad relevance by ensuring your ads accurately reflect the search intent of your keywords and that your landing pages fulfill what your ads promise.

10. Monitor and Adjust Bids

Regularly review and adjust your bids to ensure your ads are competitive and that you're investing appropriately in keywords that drive conversions. Consider using automated bidding strategies to optimize bids based on conversion goals.

Implementing these strategies requires ongoing effort and experimentation. By continuously optimizing and refining your PPC campaigns, you can enhance their effectiveness, leading to higher conversion rates and better overall performance.

Danielle MacInnisAuthor:Danielle MacInnis
About: Dan is a customer centric marketer and the owner of MacInnis Marketing a company that creates sales and marketing systems to attract customers and employees to companies that they love.
Connect via:TwitterLinkedIn
Tags:Marketing ConversionPaid AdsIndustry Benchmarks

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