Search Marketing KPIs.
Search Advertising is the second largest category of advertising after Display Advertising. In the US, EMARKETER forecasts that search ad spending will reach $192.35 billion in 2027, compared with $271.91 billion in display ad spending. Search continues to be the customer acquisition channel that delivers the most targeted audiences with specific purchase intent, but its costs per click and costs per acquisition are among the highest in global advertising.
Why These KPIs Matter
Because Search Advertising occurs in a live, competitive auction market with a robust set of technology vendors and agencies, there is intense pressure on search advertisers to bid ever higher and smarter to ensure that their ads are seen by searchers. It is critical that search advertisers understand the broader context around the performance of their own search campaigns by benchmarking their results with the broader market and within their own product categories.
List of Available Search Marketing KPIs
| Metric | KPI Source | Data slices | Cadence | Geography |
|---|---|---|---|---|
| Paid search ad click | EMARKETER | By platform | Quarterly | US |
| Paid search ad click growth | EMARKETER | By platform | Quarterly | US |
| Paid search ad CPC | EMARKETER | Forecast | Quarterly | US |
| Paid search ad CPC growth | EMARKETER | By platform | Quarterly | US |
| Retail media search ad CPC | EMARKETER | By platform and product | Quarterly | US |
| Retail media search ad CPC growth | EMARKETER | By platform and product | Quarterly | US |
| Return on ad spend (ROAS) | EMARKETER | By platform, by channel | Quarterly | US |
| Return on ad spend (ROAS) growth | EMARKETER | By channel | Quarterly | US |
| Paid search ad clickthrough rate (CTR) | MindGruveMacarta | By industry | Quarterly | US |
| Paid search ad conversion rate (CVR) | MindGruveMacarta | By industry | Quarterly | US |
| Paid search ad cost per click (CPC) | MindGruveMacarta | By industry | Quarterly | US |
| Paid search ad cost per impression (CPM) | MindGruveMacarta | By industry | Quarterly | US |
| Paid search ad cost per lead (CPL) | MindGruveMacarta | By industry | Quarterly | US |
| AI overview (AIO) count | Pi Datametrics | By industry, and by country | Quarterly | US, UK |
| AI overview (AIO) presence rate | Pi Datametrics | By industry, by country, and by product category | Quarterly | US, UK |
| AI overview (AIO) volume share | Pi Datametrics | By industry, and by product category | Quarterly | US |
| Search keyword rankings | Pi Datametrics | By industry, and by country | Quarterly | US, UK |
| Search share of voice | Pi Datametrics | By industry, and by country | Quarterly | US, UK |
| Search volume | Pi Datametrics | By industry, and by country | Quarterly | US, UK |
| Search volume | Pi Datametrics | By product category | Quarterly | US |
| Paid search ad click growth | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad CPC | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad CPC growth | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad CTR | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad CTR growth | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad impression growth | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Paid search ad spend growth | Skai | By industry and country | Quarterly | Australia, Austria, Brazil, Canada, France, Germany, Japan, Switzerland, UK, US |
| Search engine market share | Statcounter | By search engine and region | Quarterly | Worldwide, Africa, Asia, Europe, North America, Oceania, South America, USA, UK, India, Canada, Germany, Argentina, Brazil, China, France, Japan, Mexico |
| Display ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Display ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Mobile ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Ecommerce AI referral traffic (US) | Grips Intelligence | By country | Quarterly | US |
| Google paid search ad CPC | EMARKETER | By industry | Quarterly | US |
| Google paid search ad CPC growth | EMARKETER | By industry | Quarterly | US |
| Social ad CPM | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad impressions | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Social ad spend | BIScience | By country and platform | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad CPM | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad impressions | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Video ad spend | BIScience | By industry and country | Quarterly | Argentina, Australia, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Philippines, Puerto Rico, Russian Federation, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, United Kingdom, United States, Vietnam |
| Google search ad CPM | MindGruveMacarta | By industry | Quarterly | US |
| Google search ad CPC | MindGruveMacarta | By industry | Quarterly | US |
| Google search ad CTR | MindGruveMacarta | By industry | Quarterly | US |
| Google search ad CVR | MindGruveMacarta | By industry | Quarterly | US |
| Bing search ad CPM | MindGruveMacarta | By industry | Quarterly | US |
| Bing search ad CPC | MindGruveMacarta | By industry | Quarterly | US |
| Bing search ad CTR | MindGruveMacarta | By industry | Quarterly | US |
| Bing search ad CVR | MindGruveMacarta | By industry | Quarterly | US |
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