PPC Statistics

PPC Statistics 2024

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Are you up to date on the Pay-Per-Click advertising (PPC) statistics that are out there?

Pay Per Click advertising has grown exponentially in the last few years. This form of digital marketing is now used by many businesses and organizations that want to increase their brand recognition and generate leads or sales.

PPC can be incredibly effective, but it requires a lot of planning and decision-making. That's why it's so important to stay informed on PPC statistics - knowing them can help you make better choices when it comes to your campaigns.

In this article, we'll discuss some of the most important PPC statistics you need to know about. We'll cover topics such as how often search engine ads are clicked, how much PPC costs per click and how long it takes for PPC campaigns to start seeing results.

By looking at the data, we can gain valuable insights into what works and what doesn't when running a successful campaign.

PPC (Pay-per-click)

PPC stands for pay-per-click, a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked.

General pay-per-click statistics

  • $144.8 billion is the amount companies spent on search advertising globally in 2021.
  • $9000 to $10,000 per month is the amount the average PPC campaign costs for small to mid-sized companies.
  • $2 for every $1 spent is how much businesses make on PPC. 
  • 72% of companies haven't looked at their ad campaigns in over a month.
  • 65% of small to mid-sized businesses have a PPC campaign.
  • 59% say they research a product online first, before purchasing. 
  • 47% of the total global purchases are completed online. 
  • 39% is how much-paid search is accounted for in advertisers' budgets.
  • 32% of companies use PPC to sell products directly to consumers.

Search ads statistics

  • $8.67 is the highest average CPC for Google Ads, belonging to the legal industry. 
  • $1.40 is the lowest average CPC for search on Google Ads, belonging to real estate.
  • 96% of advertisers spend money on search ads.
  • 92% of the global search engine market is controlled by Google. 
  • 80% is about how much search ads can increase brand awareness.
  • 65% of all high-intent searches result in an ad click. 
  • PPC traffic converts 50% better than organic site visitors. 
  • 45% of page clicks are earned by Ads that appear in search results. 
  • 42% of all digital marketing spending is search marketing. 
  • 46% of all clicks go to the top three pay-per-click (PPC) ads.

Display PPC statistics

  • Display advertising, which reached 244 billion U.S. dollars, accounted for the largest ad spend share in 2021.
  • In 2022, search advertising spending is expected to amount to 164.6 billion U.S. dollars worldwide. This amount is projected to grow to about 190.5 billion U.S. dollars by the end of 2024.
  • $68 billion or more is what US advertisers are projected to invest in programmatic digital display advertising this year. 
  • $0.44 is the lowest average CPC for Google's Display Network, belonging to travel and hospitality ads. 
  • $1.49 is the highest average CPC for Google's Display Network, belonging to dating and personals. 
  • 16% of advertisers' budgets is display advertising. 

Google PPC statistics

  • $8 for every $1.60 spent is what businesses earn on average with Google Ads. 
  • $1.16 is Google's average CPC.
  • 98% of advertisers rate Google as the most trustworthy with a 4 or 5 out of 5 on the trust index.
  • 84% of advertisers who use paid search are currently using or planning to use Google's new responsive search ads. 
  • 80% of all companies focus on Google Ads for PPC.
  • 73% of the total ad spending is Google's U.S. ad search revenue share.
  • Google generates 62% of all core search queries in the United States.

Social media PPC Statistics

  • 64% of Pinterest users described the platform as a place to find ideas, products or services they can trust. 
  • 65% of B2B companies have acquired customers through LinkedIn ads. 
  • 48% of U.S. user's social media users use Pinterest for finding and shopping for products. 
  • 37% of online users mark social networks as the most influential when finding inspiration for purchases. 
  • 37% of Instagram users answered that the content of sponsored ads matches their interests most of the time. 
  • 32% of advertisers say that video is the most effective social ad format, followed by image ads at 26%, Instagram Stories at 23%, and carousel ads at 19%. 
  • 28% of Instagram users follow the “More” link to gain more information about the advertisement on 10% of ads they see. 
  • 25% of users who have hidden Instagram ads said that they hide the ad because they are annoyed by sponsored ads.
  • 24% of Instagram users aged 16 and up liked to view video ads the most. 
  • 18% of advertisers' budgets are paid social.
  • 9% of Instagram users stated that they had never clicked to hide an ad.
  • Only 4% of social marketers in the U.S. are using TikTok.

User Behavior PPC Statistics

  • 80% of consumers want ads customized to city, zip code, and surroundings. 
  • 75% of people say paid ads make it easier to find what they need.
  • 70% of consumers say it's important to include directions and a call button in ads. 
  • 60% of people can't identify ads in search engine results pages. 
  • 51% of Generation Z use ad blockers. 
  • 50% of users can't tell the difference between paid results and organic results. 
  • 50% is how much more likely PPC visitors are to buy than organic visitors. 

Financial PPC Statistics

  • PPC ads are used by 7 million advertisers and have exceeded a budget of $10.1 billion.
  • Between $1 and $2 is the average CPC.
  • The most expensive keyword at $59 per click is insurance as that business can bring in a lot of returns from one customer.
  • An 80% increase in brand awareness is possible through Google Ads.
  • Between $108,000 and $120,000 is the average annual cost of PPC.

SEO vs PPC Statistics

  • Organic visitors are 50% less likely to purchase something than PPC visitors, which shows that PPC ads are more effective.
  • Learning basic SEO can take up to 3 months, whereas learning PPC can take only 3 weeks.
  • PPC requires that you continue to invest in campaigns while SEO is constantly working for you.
  • If your PPC is in the top 3 results in a search ad, you are likely to see engagement, but if that isn't the case, 94% of users will skip it to go to organic results.
  • PPC ads have unlimited visibility while SEO can be limited to 2 or 3 search engines.

PPC Trends

The world of pay-per-click advertising (PPC) is constantly evolving, with new trends emerging every year. As we move further into the digital age, businesses are investing more energy into automation, and this trend is beginning to spread to other markets.

Another major trend in the world of PPC is voice search. With the rise of virtual assistants like Alexa and Siri, voice search is projected to become a $4 billion market by the end of the year. This means that businesses must optimize their PPC campaigns for voice search if they want to stay ahead of the curve.

Augmented reality (AR) and virtual reality (VR) are also becoming increasingly popular, and PPC advertisers are starting to look for ways to get their ads in front of those virtual eyeballs. As VR becomes more widespread, it will likely become the next big avenue for PPC.

In addition to these emerging technologies, short-form video content is also becoming a major trend in PPC advertising. Social media platforms like TikTok and Instagram have made short-form video content more popular than ever before, and businesses are taking note. Many marketers and business owners are using various services to create engaging video content that helps attract new customers. With so much competition in the space, companies are offering free programs like a free promo video maker or automatic selection of filters for videos and photos to stay ahead of the curve.

Overall, the world of PPC is constantly changing, and businesses that want to stay ahead of the curve need to stay on top of these emerging trends. By embracing automation, optimizing for voice search, and exploring new avenues like VR advertising, businesses can take advantage of the latest PPC trends to attract new customers and stay ahead of the competition.

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Tumisang Bogwasi

Tumisang Bogwasi, a 2X award-winning entrepreneur and is the founder of The Brand Shop, specializing in innovative branding strategies that empower businesses to stand out. Outside work, he enjoys community engagement and outdoor adventures.