Comparison of CTR across digital ad types; benchmarking; CTR comparisons. Ballparking CTRs of various digital tactics. Estimating CTRs of various digital ad types; comparing CTRs of digital ads, comparing click through rates of digital ads

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Click Through Rates (CTRs)
of Digital Ads with sub-types
Search Display Social
Ads are based on
keyword typed by
user, served at the
moment they are
looking for info.
Display ads are
served next to
content that the
user is interested
in.
Display ads with
massive number
of impressions;
“Junk” quality
and super-low
prices and CTRs
1-10% 0.01-0.1% 0.001-0.01%CTR
Organic Paid
10-90%
Portals Network
0.1-1%

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Search Ads

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Global Search Ad Impressions
Q1 2013
Source: Kenshoo, April 23, 2013
Search Ad Impressions declined 26% YoY

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Q1 2012 1.04%
Q2 2012 1.12%
Q3 2012 1.31%
Q4 2012 1.63%
Q1 2013 1.68%
Global Search Ad CTRs Q1 2013
Source: Kenshoo, April 23, 2013
Search Ad CTR increased 62% YoY
Derived: net increase in number of search clicks 36% YoY

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Q1 2012 $0.41
Q2 2012 $0.44
Q3 2012 $0.46
Q4 2012 $0.45
Q1 2013 $0.39
Global Search Ad CPCs Q1 2013
Source: Kenshoo, April 23, 2013

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Display Ads

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Display Ads, Mobile, In-stream
Source: DG MediaMind, March, 2013
0.10% Standard banner, display ad
0.15% rich media ad
0.16% expandable banners
0.87% mobile banner
0.85% in-stream video ad
1.03% in-stream ad
1.92% interactive in-stream video

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Social Ads

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Twitter vs Facebook CTRs
This chart is indexed to the
averages for both companies.
In the raw numbers, Twitter's
click through rates are a lot
higher across the board than
Facebook's. By indexing the
numbers to an average, we
can see that users on Twitter
respond more to news-
oriented ads and users on
Facebook respond more to
leisure-oriented activities.
Source: Business Insider, April 2012

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Germany 0.041% CTR
US 0.040% CTR 4 in 10,000 impressions
France 0.037%
UK 0.032%
Canada 0.032% 3 in 10,000 impressions
Facebook CTRs Q2 2012

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Related Slideshares
CPM and CPC Pricing Trends
By: Augustine Fou, October 19, 2012
Display Search Social CTR Benchmarks
By: Augustine Fou, March 11, 2013
Augustine Fou- 11 -

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Dr. Augustine Fou – Agency Czar
“I advise clients on optimizing their
marketing mix – from traditional to
digital, and within digital from
display to search to performance.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

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APPENDIX

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Global Paid Search CTR Q1 2013
Source: Kenshoo, April 23, 2013

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Mobile Paid Search Clicks
vs Spend
Source: Kenshoo, April 23, 2013

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Device CPC Comparison
Source: Kenshoo, April 23, 2013

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Device Clicks vs Ad Spend
Source: Kenshoo, April 23, 2013