The average conversion rate on AdWords across all industries is 2.70% on the search network. That means that if you got 1,000 impressions, you can reasonably expect 19 of those users to click on your ad and explore your landing page. The average click-through rate in AdWords across all industries is 1.91% on the search network: With that average, it’s relatively easy to understand what your typical cost might look like.īut you need a bit more data to really understand how unimportant cost per click is in the big picture. If the product or service you’re selling is worth $5,000, then paying $33 for a click isn’t going to be a huge portion of your overhead.Īccording to WordStream, the average cost per click on the search network across all industries is $2.32. Sure, if you’re selling a $15 e-commerce product, paying that much for a single click obviously doesn’t make sense.īut the flip side of the coin is also true: Why? Because it all depends on the product or service you’re selling. It seems unbelievable to pay that much for a single click considering how many clicks it takes to get a conversion on AdWords.īut when you break it down, that actually isn’t that expensive. Let’s say you’re researching a keyword on the AdWords Keyword Planner or a tool like SEMrush and you notice that your CPC is high:įor example, that keyword costs, on average, $33 per click. Similarly, we could also consider cost per click a vanity metric.īut if I know one thing, I know this is true:Ĭost per acquisition is the only thing that matters when it comes to bidding costs on a given PPC platform.Īre you having trouble believing me? Let me explain with an example. These metrics are great for tracking performance over time, but they shouldn’t be your main focus. They emphasize things like clicks, impressions, bids, and more. They look at metrics that don’t really tell you how well your campaign is going. PPC-based platforms like AdWords, Facebook, and Bing tend to focus on vanity-style metrics. Cost per acquisition is the only thing that matters Here’s why cost per click doesn’t matter, what really matters, and why you should want to pay more in the end. You should focus on a metric that really matters when it comes to your budget: Cost per acquisition. The majority of that pie should revolve around something different.
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