Paid Search Performance Metrics
Search Marketing Performance Benchmarks, Worldwide
Geography:
Overall
Paid Search
Google Paid Search
Metrics, by Device
Paid Search CTR
Share, by Device
Paid Search Clicks
Paid Search Spending
Share, by Search Engine
Search Referrals
Geography:
Worldwide
 
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Paid Search Ad Performance Metrics, Worldwide
TimeframeQ2 2017Q3 2017Q4 2017Q1 2018Q2 2018
Spending growth
10.0%
10.0%
12.0%
11.0%
10.0%
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– PLA spending growth
33.0%
40.0%
34.0%
20.0%
N/A
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– Mobile spending growth
45.0%
34.0%
29.0%
25.0%
N/A
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Impression growth
11.0%
12.0%
19.0%
17.0%
20.0%
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Click growth
22.0%
32.0%
21.0%
22.0%
24.0%
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Cost per click (CPC)
$0.51
$0.49
$0.49
$0.46
$0.44
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– CPC growth
-10.0%
-16.0%
-8.0%
-8.0%
-12.0%
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Clickthrough rate (CTR)
2.8%
2.8%
2.6%
2.8%
2.8%
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– CTR growth
10.0%
8.0%
4.0%
4.0%
4.0%
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Source: Kenshoo

Note: represents activity on the Kenshoo platform, broader industry metrics may vary

Additional Note: growth represents year-over-year change

Methodology: Data is from the quarterly Kenshoo report titled "Digital Marketing Snapshot." Data is based on more than 600 billion impressions, 14 billion clicks and $7 billion in advertiser spending across search and social platforms worldwide. Kenshoo has over 3,000 clients across 20 vertical industries and 60 countries that advertise on Baidu, Bing, Facebook Audience Network, Google, Yahoo, Yahoo Japan and Yandex ad networks for all device and OS types. Outlier data has been excluded. Kenshoo is a software company that engineers cloud-based digital marketing solutions and predictive media optimization technology.