eMarketer Pro
Paid Search Performance Metrics
Search Marketing Performance Benchmarks
Overall
Paid Search
Google Paid Search
Share, by Search Engine
Search Referrals
Organic Search Visits
Share, by Browser/OS
Paid Search Clicks
Mobile Paid Search Clicks
Metrics, by Device
Paid Search CTR
Growth, by Device
Mobile Paid Search CPC
Mobile Paid Search CTR
Organic Search Visits
Share, by Device
Paid Search Clicks
Paid Search Conversions
Paid Search Impressions
Paid Search Spending
Growth, by Format
Paid Search Clicks
Paid Search CPC
Paid Search Spending
Growth, by Industry
Paid Search Clicks
Paid Search CPC
Paid Search CTR
Paid Search Impressions
Paid Search Spending
 
Edit Title
Paid Search Ad Performance Metrics, Worldwide
TimeframeQ2 2016Q3 2016Q4 2016Q1 2017Q2 2017
Spending growth
10.0%
11.0%
17.0%
10.0%
10.0%
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– PLA spending growth
71.0%
87.0%
57.0%
22.0%
33.0%
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– Mobile spending growth
63.0%
62.0%
58.0%
45.0%
45.0%
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Impression growth
10.0%
19.0%
12.0%
2.0%
11.0%
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Click growth
21.0%
11.0%
16.0%
11.0%
22.0%
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Cost per click (CPC)
$0.55
$0.54
$0.54
$0.51
$0.50
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– CPC growth
-9.0%
0.0%
0.0%
-1.0%
-10.0%
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Clickthrough rate (CTR)
2.5%
2.8%
2.7%
2.8%
2.8%
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– CTR growth
10.0%
38.0%
4.0%
9.0%
10.0%
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Source: Kenshoo

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

Methodology: Data is from the Kenshoo report titled "Q2 2017 Digital Marketing Snapshot." Data is based on more than 500 billion impressions, 13 billion clicks and $6 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.