6 Stunning Pay Per Click PPC Statistics for 2018
PPC Statistics 2018: The study of, research into, and creation of new theory in marketing is a relatively new development in the field of business. Most scholars consider the Robert Keith publishment “The Marketing Revolution” in 1960 the first step towards the modern emphasis commerce places on marketing.
As marketing practice is newer than most other studies of business, it’s inherently less-developed than other areas of commerce. This characteristic of marketing, when combined with the proliferation of technology, widespread use of the Internet, and resulting creation of countless new marketing techniques and strategies – one of the most notable new functions includes pay-per-click (PPC) advertisements – has made PPC advertising one of the most-relied-upon forms of marketing.
Let’s dig into several eye-opening statistics and other tidbits of information regarding PPC ads’ effectiveness in today’s world of commerce, including their resulting widespread modern usage.
Internet traffic funneled through pay-per-click advertisements bring approximately 50% more lead conversions than organic web traffic. According to Google AdWords, unarguably the world’s leader in PPC ads and the tons of research that are weaved into their effective use in the business world, Internet users that immediately visit another website following their venture into a PPC ad’s click path are about 50% more likely to purchase a product, service, or rights to music, writing, and other media – in other terms, virtually anything that subsequently-visited website is selling.
This finding holds especially true in situations where web users aren’t aware of the fact they clicked on a paid-for advertisement. However, many Internet browsers simply don’t care whether the source of information they clicked on was paid for in the form of a PPC ad. Any organization that engages in pay-per-click advertising, whether it’s those often-annoying PPC ads incurred on the sides of web pages or ones offering quality content largely unrelated from in-your-face, salesy PPC ads, should expect at least a 50-percent increase in converted leads. Those that don’t experience such success should stay away from further dabbling in PPC advertising until they fully understand best practices in the field and how to take advantage of them in practical application. If all else fails, they should seriously consider outsourcing their PPC needs.
Not only do PPC ads generate a higher proportion of follow-throughs than their plain-text, non-advertisement counterparts: PPC advertisements often spur viewers to call the organization advertising their image, products, and services. Research has found more than half – a solid 52% of online shoppers interact with PPC Ads immediately follow their browsing with calls to the advertiser. As such, these popular advertisements are slated to continually increase in popularity, thanks to their high utility offered to business-end clients.
As mentioned earlier, tons of Internet browsers – the humans behind them, rather than software allowing people to peruse text-based information – have trouble differentiating advertisers’ PPC listings on search engines from unpaid listings. Research indicates that an astounding 46% of Internet users can’t readily tell the difference between PPC ads and links returned organically from searches. Advertisers will be prompted to continue investing in PPC.
Available research indicates that a majority of businesses and advertising agencies plan to increase money their organizations allot towards pay-per-click advertisements. Search Engine Watch found that 7 2% of entities engaging in marketing activities – nearly three-quarters of them – planned to increase the scale of their PPC marketing functions. As Google relies heavily on this income, such intentions will likely result in more advertising options for consumers. However, sustained interest in AdWords’ services is equally likely to reflect in the price charged by Google for their advertisement hosting.
This statistic won’t come as a surprise to many – the click-through rate (CTR) of PPC ads declines based on their position. First, second, and third place all decrease in CTR. However, the CTR of fourth place holds equal with that of third place. As such, don’t feel like ad positions outside of first place aren’t valuable – they very much can be.
While many organizations invest in social media marketing, research shows they should stay true to advertorial efforts using search engines and PPC listings. Make sure you’re buckled in for this one – on desktop computers, search engine traffic converts to paying leads over ten times more effectively than people browsing social media. Social media marketing charges may decrease if fellow metrics show that fewer success is had with the popular medium of advertising, resulting in a decrease in price for such social services.