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Search ad costs rise, conversion rates decline again in 2024

Search Engine Land

Paid search advertising conversion rates have decreased across nearly all industries year over year. It’s basically more of the same story as 2023. The 2024 edition once again features data on the average conversion rate, cost per lead (CPL), click-through rate (CTR) and cost per click (CPC). Conversion rate: 6.96%.

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Search ad conversion rates down, cost per lead up in 2023

Search Engine Land

Paid search advertising conversion rates have decreased across nearly all industries year over year. That’s according to a new 2023 search advertising benchmark report from LocalIQ’s WordStream. Conversion rate: 7.04%. CTR: 6.11%. CTR increased for all but two of the industries, according to the report.

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Facebook Ads 2024 data: Clicks and conversions up, costs down

Search Engine Land

By the numbers: Average click-through rate for lead campaigns: 2.53% (up from 2.50% in 2023) Average cost per click for lead campaigns: $1.88 (down from $1.92) Average conversion rate for lead campaigns: 8.78% (up from 8.25%) Average cost per lead: $21.98 (down from $23.10) Why we care.

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Free trial vs. demo: What’s more effective in B2B SaaS ads?

Martech

The experiment The Obility team looked at 11,286 responsive paid search ads that ran between January 2023 and August 2024. The results Among the findings: A demo CTA generally drew a higher conversion rate, but the free trial call to action drove a higher click-through rate (CTR). The ads offered either a free trial or a demo.

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Google Ads broad match: What the data reveals for PPC marketers

Search Engine Land

“Broad match gives you the most relevant reach and conversions within your performance goals.” – Google Marketing Live 2023 This is how Google describes broad match in their Google Marketing Live 2023 recap. Phrase match is the worst performing match type with a slight exception for CTR Poor phrase match. Wait, what?

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Top 5 SEO data pitfalls to avoid for accurate analysis and reporting

Search Engine Land

Tip: Think about the relationship between impressions and CTR. When impressions increase (a good thing), CTR may decrease. If you compare January 2023 to December 2022, the results can be an improvement in traffic and performance. You can then click on either Model comparison or Conversion paths. Here’s why.

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How to analyze Performance Max search terms insights for PPC success

Search Engine Land

Relief seemed at hand when, in February 2023, Google introduced the campaign_search_term_insight report, which includes a field with the search term. In February 2023, Google introduced a new insights report exclusively for surfacing Performance Max search term data. Find high-performing search terms that drive conversions.

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