Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
Sarnoff’s law
Sarnoff’s law
Loading in …3
×
1 of 17

CTR Benchmarks for Digital Ads by Augustine Fou

2

Share

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

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

CTR Benchmarks for Digital Ads by Augustine Fou

  1. 1. Augustine Fou- 1 - 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%
  2. 2. Augustine Fou- 2 - Search Ads
  3. 3. Augustine Fou- 3 - Global Search Ad Impressions Q1 2013 Source: Kenshoo, April 23, 2013 Search Ad Impressions declined 26% YoY
  4. 4. Augustine Fou- 4 - 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
  5. 5. Augustine Fou- 5 - 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
  6. 6. Augustine Fou- 6 - Display Ads
  7. 7. Augustine Fou- 7 - 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
  8. 8. Augustine Fou- 8 - Social Ads
  9. 9. Augustine Fou- 9 - 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
  10. 10. Augustine Fou- 10 - 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
  11. 11. Augustine Fou- 11 - 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 -
  12. 12. Augustine Fou- 12 - 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
  13. 13. Augustine Fou- 13 - APPENDIX
  14. 14. Augustine Fou- 14 - Global Paid Search CTR Q1 2013 Source: Kenshoo, April 23, 2013
  15. 15. Augustine Fou- 15 - Mobile Paid Search Clicks vs Spend Source: Kenshoo, April 23, 2013
  16. 16. Augustine Fou- 16 - Device CPC Comparison Source: Kenshoo, April 23, 2013
  17. 17. Augustine Fou- 17 - Device Clicks vs Ad Spend Source: Kenshoo, April 23, 2013

×