The Ultimate PPC Stats You Need to Know for 2019

PPC is one of the most effective ways to reach your potential customers at the right moment and promote your products or services across multiple channels and devices. A successful PPC campaign can generate profit faster than any other marketing method.

PPC is a wide field that covers many formats, ad types, and platforms, offering a great set of opportunities for every marketer. The PPC stats presented here will provide you with a better idea of the importance of this type of marketing and help you make more informed decisions in 2019.

Fascinating PPC Facts & Stats (Editors Choice)

  • Paid search ads increase brand awareness by 80%.
  • 46% of clicks go to the top three paid ads on the SERP.
  • Mobile devices account for 53% of paid clicks.
  • 46% of people can’t identify paid ads on the search results page.
  • Video ads are clicked 73% more often than display banners.

General PPC Statistics – 2019

1. According to a Page Fair report, the number of devices with ad blockers is 615 million.

This stat shows that ad blocker use increased by 30% in 2016. Namely, by the end of 2016, there were 615 million devices with ad blockers, 62% of which were mobile. Desktop ad blocker use grew by 17% to 236 million.

2. Text ads, remarketing, mobile, social, shopping, and display were the top pay per click advertising channels in 2017–2018.

There are many different types of paid media ads, and you need to understand which work best for your business. However, getting an overall idea about what works, in general, is a great starting point. Text ads, followed by remarketing ads, were considered the most effective. Mobile and social come in third and fourth place, respectively, followed by shopping and display ads. Native was considered the least effective form.

3. 40% of brands planned to increase their PPC budget for 2019.

PPC has the ability to provide a high ROI, which is one of the main reasons so many marketers tend to capitalize on PPC advertising.

4. Pay per click statistics have produced an 80% increase in brand awareness thanks to paid search ads.

Reaching the first page organically requires hard work. While this pays off in the long run, paid search advertising is an amazing opportunity to improve visibility faster. PPC is targeted and strategic, which means the ad only appears to the people relevant to your business who are actively seeking information about the products or services you offer.

5. 43% of new customers make their first purchase because they saw the product in a YouTube ad.

YouTube is the second-largest search engine with more than a billion unique monthly users. Video ads are a great way to engage your target audience, but they also have great potential to drive sales and high-impact conversions.

YouTube Ads

6. You can drive an 80% higher rate of incremental store visits for local businesses by using omnichannel strategies.

PPC statistics show that you need to integrate your digital strategy and local strategy in order to maximize your marketing efforts. Omnichannel strategies have become very popular in the past few years because they’re effective in generating incremental visits.

7. Google and Facebook share 58.5% of the total US digital ad spend.

Digital marketers still trust Google and Facebook most. The tech giants hold 38.6% and 19.9% of the total digital ad spend in the US, respectively.

8. 65% of buyer-intent keywords are paid clicks.

Ever ask yourself what percentage of clicks do PPC ads get? Now you have the answer. As a marketer, you should be aware of the power of keywords, especially those that demonstrate buyer intent. Approximately 65% of customers click on Google ads that show buying intent. This stat proves that PPC remains one of the best methods for boosting conversion rates.

9. 46% of the total clicks go to the top three paid advertising positions.

This stat emphasizes that landing one of the top three positions pays off big time.


Google AdWords Statistics

10. Advertising accounts for about 97% of Google’s total revenue.

Google’s ad revenue jumped 20% in the third quarter of 2018. Ad clicks on Google-owned properties have jumped by 62% compared to the same period last year and by 10% over the previous quarter.

11. According to the latest PPC stats, over 650,000 apps serve Google Ads.

If you take advantage of the specialized options for demographics, remarketing, and keywords, you can easily show up wherever your audience is.

PPC Statistics

12. Businesses typically make $3 for every $1.60 spent on Google Ads.

As a marketer, you’ve probably asked yourself how much is pay per click and is it worth a shot? Well, you’ll be pleased to learn that businesses typically make double their investment on Google Ads. If your campaign is making significantly less than this average, maybe it’s time for you to make some tweaks.

13. 70% of mobile searchers will directly call a business via Google Search.

This means that Google ads drive more than 40 million calls on a monthly basis. Enabling this feature will help you boost sales, but it’s also important for brand awareness. In fact, approximately 50% of mobile searchers have pointed out that the lack of a call option frustrates them.


Google AdWords Industry Benchmarks 2018

14. The average click-through rate in Google Ads is 3.17% for the search network and 0.46% on the display network.

The Dating & Personal Services category has the highest average CTR at 6%. Advocacy, Auto, and Travel are categories that also have high average CTRs. On the other hand, Technology, B2B, and Consumer Services are categories with the lowest average CTRs.

15. The average CPC in Google Ads is $2.69 on the search network and $0.63 on the display network.

Legal services have the highest cost per click rates at over $6. “Lawyer” and “attorney” are among the top most expensive keywords on both Google and Bing. The consumer services category has an average CPC of $6.40. Advocacy and nonprofit groups have an average CPC that’s under $2.

PPC Statistics

16. The average cost per action is $48.96 for search, and it’s $75.51 for display.

B2B, tech companies, and real estate have the highest CPA at over $100. The lowest CPA comes from the auto industry at only $33 per action.

17. In AdWords, the overall average conversion rates are 3.75% for search and 0.77% for display.

For comparison, Google AdWords statistics for 2016 stated that the average conversion rate was 2.7% for search results and 0.89% for display ads.

In 2018, Dating & Personals was the category with the highest conversion rates for both search and display ads. The Legal, Auto, and Consumer Services industries also ranked high. The industries with the lowest conversion rates were Real Estate and Home Goods.


PPC Statistics to Help You Shape Your Strategy

18. Mobile devices account for 53% of paid clicks.

With the continuous improvements made to mobile web experiences, more and more people are willingly clicking on search ads. This statistic underlines the necessity for mobile optimization in your PPC campaigns.

19. Approximately 36% of mobile searches are local.

This stat proves that PPC campaigns that are optimized for local will bring you an impressive ROI. Use Google’s geographical bid modifiers and focus on high-performing areas. You can also use city-specific landing pages.

20. Appearing in mobile search ads results can increase brand awareness by 46%.

What’s more, Google AdWords effectiveness statistics show that more than half of smartphone users have discovered a new product or company when performing a search on their mobile device.

21. Video ads are clicked 73% more often than display banners.

In addition, roughly 30% of internet users find traditional banner advertising distracting and tend to avoid sites where ads directly interfere with content.

22. PPC stats have shown that consumers are blind to 92% of online ads.

This can greatly hurt your ROI. To avoid the phenomenon called “banner blindness,” you need to continuously monitor how your ads are performing and make necessary tweaks according to these results. Make sure to create ads that are highly relevant and appealing to your target audience and place them above the fold of the webpage.

PPC Statistics

23. Website visitors retargeted with ads are 70% more likely to convert.

Potential customers usually conduct extensive research through various websites before they make a decision. In fact, for most sites, only 2% of web traffic converts on the first visit. Retargeting will help you keep your brand in front of a prospect after they leave your website, increasing the chances of them purchasing your product.

24. PPC statistics from 2015 have shown that 54% of users don’t trust banner ads; therefore, they don’t click them.

People won’t click a banner ad if it doesn’t speak to them or if it interrupts their activities. Besides improving these two key points, you should also optimize them for mobile to make the advertising experience better for your readers.

25. 46% of people can’t accurately identify paid ads on the SERP.

About half of the internet’s users don’t view the ads above the search results as ads. In other words, they can’t tell the difference between the paid and organic results. So secure a spot above the organic results and get your fair share of clicks without sacrificing any trust among your potential customers.

Wrapping It Up

All of these PPC stats make a compelling argument to put paid advertising at the heart of your growth strategy for 2019. Regardless of the niche you’re operating in, the benefits of PPC are clear. To ensure your ads give better value to your brand and to ensure that the money you invest makes a profitable return, consider bringing in a professional PPC company.


List of Sources

  1. Page Fair
  2. Social Media Today
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  4. Clever Clicks
  5. Contently
  6. Think With Google
  7. Emarketer
  8. Word Lead
  9. Powerful Traffick
  10. WordStream
  11. Google Ads
  12. Power Traffick
  13. White Shark Media
  14. WordStream
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  18. WordStream
  19. Word Lead
  20. Think With Google
  21. Sativant
  22. KOL Limited
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  24. Banner Snack
  25. WordStream