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  • Investing
    • Invest in Crypto
      • Best Crypto to Invest in
      • Best New Crypto Coins
      • Best Crypto Airdrops
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      • Best Crypto Giveaways
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      • Best Utility Tokens
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      • How to Invest in Bitcoin
      • How to Invest in Crypto
      • How to Invest in DeFi
      • How to Invest in NFTs
      • How to Invest in Stocks
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Make Money with Crypto
      • Make Money with NFTs
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      • Next Crypto To Explode
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    • Crypto News
      • Best Crypto Apps
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      • Exodus Wallet Review
      • Best Play to Earn Games
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      • Best Financial PR Services Agency
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      • ICO Marketing
      • Reddit Crypto Discussion
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      • What are 'Shitcoins'
    • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
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      • Buy Bitcoin AU
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      • Crypto Exchanges AU
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  • Cryptocurrency
    • Buy Crypto
      • Buy Bitcoin
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      • Buy BTC with eToro
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      • Best Bitcoin ETFs
      • Low Cap Cryptos
    • Long Term Investments
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • BAR Fan Token Prediction
      • Bitcoin Price Prediction
      • Cardano Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Lazio Fan Token Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • XRP Price Prediction
    • Best Altcoins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Chainlink
      • Buy Cronos
      • Buy Dash
      • Buy ENS
      • Buy Ethereum
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      • Buy HBAR
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      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Polkadot
      • Buy Polygon
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy Theta
      • Buy VeChain
      • Buy XRP
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    • Best Crypto Exchanges
      • Best Altcoin Exchange
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      • Best P2P Crypto Exchange
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
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      • Bitstamp Review
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      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
      • Crypto.com Visa Card
      • DeFi Swap Exchange
      • Social Trading Platforms
    • Best Meme Coins
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Shiba Inu
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Compound
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      • Buy DeFi Coin
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      • Buy Fantom
      • Buy Kyber Network
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      • Buy Tezos
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  • NFTs
    • How To Buy NFTs
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Best Metaverse Projects
      • Best NFT Apps
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      • Buy NFTs on Binance
      • How to Flip NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
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      • Buy Decentraland
      • Buy Enjin
      • Buy Filecoin
      • Buy Gala
      • Buy JEWEL
      • Buy SAND
      • Buy STEPN
    • NFT News
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      • Most Expensive NFTs
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      • Why Invest in NFTs
    • Best NFTs To Buy
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      • DraftKings
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      • Invest in Stocks
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  • Trading
    • Best Trading Platforms
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      • Algorithmic Trading
      • Automated Trading
      • eToro Review
      • Capital.com Review
      • How to Day Trade Stocks
      • How to Trade Commodities
      • How to Trade Crypto
      • How to Trade ETFs
      • How to Trade Gold
      • How to Trade NFTs
      • How to Trade Oil
    • Trading Robots
      • Bitcode AI Review
      • BitIQ Review
      • Crypto Bank Review
      • Crypto Boom Review
      • Crypto Engine Review
      • Immediate Edge Review
      • Meta Profit Review
      • Metaverse Profit Review
      • NFT Profit Review
      • Oil Profit Review
      • Prime Advantage Review
      • Quantum Code Review
      • Teslacoin Review
      • Today Profit Review
      • 7Tesler Review
    • Bitcoin Robots
      • Bitcoin Blueprint Review
      • Bitcoin Buyer Review
      • Bitcoin Circuit Review
      • Bitcoin Code Review
      • Bitcoin Digital Review
      • Bitcoin Freedom Review
      • Bitcoin Motion Review
      • Bitcoin Prime Review
      • Bitcoin Profit Review
      • Bitcoin Revolution Review
      • Bitcoin Rocket Review
      • Bitcoin Smarter Review
      • Bitcoin Up Review
      • BitcoinX Review
      • Bitprime Gold
      • Bit Index AI
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    • Hosting
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      • Enterprise Hosting
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      • Wordpress VPS Hosting
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      • Best Legal Software UK
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      • Free Accounting Software
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    • Marketing
      • SEO Marketplaces
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      • PM Software Small Teams
      • Marketing PM Software
      • Free PM Software
      • Best Scheduling Software
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      • Task Management Tools
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    • Affiliate Marketing
      • Crypto Affiliate Programs
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    • Best Website Builders
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      • How to create a Blog
    • VoIP
      • Best VoIP Services
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      • Ahrefs Review
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      • Semrush Review
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      • How to Watch Love Island UK From Abroad
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Business 2 Community
  • Investing
      • Invest in Crypto
      • Best Crypto to Invest in
      • Best New Crypto Coins
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Best Crypto IDOs
      • Best Crypto ICOs
      • Best Crypto Lotteries
      • Best Crypto Presales
      • Best Gaming Crypto Coins
      • Best Utility Tokens
      • Cryptos Under $1
      • How to Invest in Bitcoin
      • How to Invest in Crypto
      • How to Invest in DeFi
      • How to Invest in NFTs
      • How to Invest in Stocks
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Make Money with Crypto
      • Make Money with NFTs
      • Most Undervalued Cryptos
      • Next Crypto To Explode
      • Penny Cryptocurrencies
      • What is DeFi Crypto
      • Crypto News
      • Best Crypto Apps
      • Best Crypto Signals
      • Best Crypto Wallets
      • Exodus Wallet Review
      • Best Play to Earn Games
      • Bitcoin Casinos
      • Bitcoin Gambling Sites
      • Bitcoin Slots Sites
      • Bitcoin Mining Sites
      • Crypto DAO Projects
      • Crypto Games
      • Crypto Marketing
      • Best Financial PR Services Agency
      • Crypto Tax Software
      • Crypto Youtube Channels
      • ICO Marketing
      • Reddit Crypto Discussion
      • Web 3.0 & Crypto
      • What are 'Shitcoins'
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Banks
      • Crypto Credit Cards
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Yield Farming
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Free Bitcoin
      • Earn Free Crypto
      • Earn Interest on ApeCoin
      • Earn Interest on AXS
      • Earn Interest on Bitcoin
      • Earn Interest on Cardano
      • Earn interest on Ethereum
      • Earn Interest on MATIC
      • Earn Interest on NEAR
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • Worldwide Crypto Guides
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin DK
      • Buy Bitcoin IE
      • Buy Bitcoin ID
      • Buy Bitcoin IN
      • Buy Bitcoin IT
      • Buy Bitcoin NZ
      • Buy Bitcoin PT
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
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      • Crypto Exchanges AU
      • Crypto Exchanges CA
      • Crypto Exchanges DE
      • Crypto Exchanges IE
      • Crypto Exchanges IN
      • Crypto Exchanges IT
      • Crypto Exchanges NZ
      • Crypto Exchanges SG
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      • Crypto Exchanges ZA
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Best Bitcoin ETFs
      • Low Cap Cryptos
      • Long Term Investments
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • BAR Fan Token Prediction
      • Bitcoin Price Prediction
      • Cardano Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Lazio Fan Token Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Chainlink
      • Buy Cronos
      • Buy Dash
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy HBAR
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Polkadot
      • Buy Polygon
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy Theta
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best DeFi Exchange
      • Best P2P Crypto Exchange
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
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      • Crypto.com Review
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      • DeFi Swap Exchange
      • Social Trading Platforms
      • Best Meme Coins
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Shiba Inu
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Ren
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
  • NFTs
      • How To Buy NFTs
      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Best Metaverse Projects
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
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      • How to Flip NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy Enjin
      • Buy Filecoin
      • Buy Gala
      • Buy JEWEL
      • Buy SAND
      • Buy STEPN
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Land Projects
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      • Sport NFT Drops
      • Why Invest in NFTs
      • Best NFTs To Buy
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      • DraftKings
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      • Magic Eden
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  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
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        • Best Trading Platforms
        • Best Investment Apps
        • Best Forex Brokers
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        • Best Forex Brokers AU
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        • How to Day Trade Stocks
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        • Bitcode AI Review
        • BitIQ Review
        • Crypto Bank Review
        • Crypto Boom Review
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        • Immediate Edge Review
        • Meta Profit Review
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        • NFT Profit Review
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        • Bitprime Gold
        • Bit Index AI
    • Software & Social
        • Hosting
        • Best WordPress Hosting
        • Enterprise Hosting
        • UK WordPress Hosting
        • Wordpress VPS Hosting
        • Cheap Wordpress Hosting
        • Website Hosting for Small Business
        • Agencies
        • Mobile App Development Agencies
        • Social Media Marketing Agencies
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        • Email Marketing Agencies
        • CRM Software
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        • CRM For Small Business
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        • Marketing
        • SEO Marketplaces
        • Email Marketing
        • Workflow
        • PM Software
        • PM Software Small Teams
        • Marketing PM Software
        • Free PM Software
        • Best Scheduling Software
        • Best Scheduling Apps
        • Task Management Tools
        • Best PM Apps
        • Best Agile Tools
        • Best Antivirus Software
        • Best Antivirus Software UK
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        • Password Managers
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        • Affiliate Marketing
        • Crypto Affiliate Programs
        • Best Financial Affiliate Programs
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        • Best Website Builders
        • Best App Builder
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        • Best Landing Page Builder
        • How to create a Blog
        • VoIP
        • Best VoIP Services
        • Best Virtual Phone Number US:
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        • Best Virtual Landline UK
        • Best VoIP Home Phone Canada
        • SEO Software
        • Ahrefs Review
        • E-mail Marketing
        • Semrush Review
        • VPN
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        • How to Watch Love Island UK From Abroad
        • Best VPN Canada
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        • Apps
        • Best Dating Apps
        • Best Dating Apps UK
        • Best Dating Apps Australia
        • Best Dating Apps Canada
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    Digital & Social⟩Online Marketing

    Updated Google Ads Benchmarks for Your Industry During COVID-19

    author imageMark Irvine Last updated: 6 April 2020
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    Every year, we update our Google Ads industry benchmarks to account for the new changes and trends that advertisers are experiencing on the largest online ad platform. Earlier this month in March, we shared a sneak preview of Google Ads industry benchmarks for 2020 and we felt great about what we had to share. Then a pandemic changed everything.

    We’ve seen COVID-19 change our daily lives, our businesses, and moreover the past month. Even on the Google SERP, we’ve seen COVID-19 impact Google Ads performance for several different industries over the past weeks and many advertisers are scrambling to figure out how to adjust to the new normal in a rapidly changing landscape. But what is the new “normal” in your industry? In this post, we dug into new data from the past three weeks and collected the performance for our own clients advertising across five different networks:

    • Google Search Ads
    • Bing Search Ads
    • Google Shopping Ads
    • Bing Shopping Ads
    • Google Display Ads

    We analyzed this data to provide the current benchmarks of what advertisers are seeing on these PPC networks, including:

    • Average click-through rate (CTR) by industry
    • Average cost per click (CPC) by industry
    • Average conversion rate (CVR) by industry
    • Average cost per action (CPA) by industry
    • Average daily PPC advertising budget by industry

    You’ll find averages across these PPC metrics for 21 industries: Arts & Entertainment, Automotive, Beauty & Personal Care, Business & Industrial, Clothing & Apparel, Computers & Consumer Electronics, Dining & Nightlife, Education, Finance, Food & Groceries, Health & Medical, Hobbies & Leisure, Home & Garden, Internet & Telecom, Legal, Nonprofits & Charities, Occasions & Gifts, Real Estate, Retailers, Sports & Fitness, and Travel & Tourism.

    Average CTRs have increased during COVID-19

    Overall, the average click-through rate on PPC ads has increased since February, especially on Google search campaigns.

    average click-through rate during COVID-19

    Many industries have found more impressions and clicks on the SERP since the COVID outbreak. Food & Groceries and Charities & Nonprofits have CTRs that far exceed their typical performance. Even industries that traditionally suffer from low CTRs, like Finance or Legal, are finding a strong footing on the SERP.

    Higher CTRs on Travel & Tourism may be a sign of trouble, however. Increasing travel advisories and restrictions have many searchers looking to cancel their itineraries. Advertisers would be wise to exclude customers who have upcoming travel plans from their paid marketing campaigns to avoid paying for them to arrive back to their site just to cancel or postpone their plans.
    As many advertisers pull back, ad auctions are slightly less competitive and PPC cost per clicks have been declining.

    Average CPCs have dropped during COVID-19

    Some industries are noticing lower CPCs as ad competition becomes scarce. Notably, restaurateurs are seeing well below average CPCs on both search and display as they limit their services to take out and delivery.

    average costs per click during COVID-19

    Meanwhile, many professional services (B2B, Real Estate, Legal, Health & Medical) are noticing increased competition as their marketing becomes increasingly reliant upon their digital presence as their prospective customers spend more time online and at home.

    Average CVRs impacted during COVID-19

    Sadly, many small businesses are unable to operate or convert new customers in the same way that they previously were. In mid-March, we saw local advertisers struggle the most and many have noticed a significantly lower CVR with their paid ads.

    But many have been able to pivot and find better ways to convert customers online. For instance, restauranteurs may have fewer or no diners in their front of house, but as more turn to ordering in advance and contactless delivery, they’re converting those diners more effectively online than they were a month ago. Similarly, as fewer people are willing to visit a car dealership in person during the pandemic, many automotive advertisers have adjusted to showcase their inventory and auctions online.

    average conversion rates during COVID-19

    Average CPAs vary by network during COVID-19

    Online advertising has changed rapidly over the past few weeks and many of the trends we’ve seen evolve over the past years have recently reversed. Suddenly, new searches are dominating the SERP, users are staying online later, and mobile traffic is decreasing.

    But simultaneously, many advertisers are adjusting and finding growing traffic across networks on Bing, Google Display, and Facebook.

    costs per action during COVID-19

    Average daily budgets reduced during COVID-19

    Overall, businesses of all sizes are reducing their ad budgets during this time of uncertainty. But even in the face of uncertainty, advertisers are finding success with a smaller daily budget. Particularly, those who advertise across networks can optimize their campaigns to capture the lowest hanging fruit at the lowest costs efficiently.

    Technology (Computers & Consumer Electronics and Internet & Telecom) sectors have boosted their campaign spending to capture the recently growing volume online. Travel & Tourism advertisers have reduced their budget most significantly, as they hope to capture later bookings exclusively.

    average daily budgets during COVID-19

    What do these benchmarks mean?

    The coronavirus outbreak is changing how we conduct business and go about our daily lives. As our behaviors change, so must our ad campaigns. Smart advertisers can react to these shifting norms and adjust their PPC accounts to stay agile. Stay safe and practice social distancing. While you’re stuck inside, keep an eye on your PPC accounts and the WordStream blog. We’ll be posting regularly with new data and strategies to best adjust your campaigns in these rapidly changing times.

    Data sources

    This report is based on a sample of 15,759 US-based WordStream client accounts in all verticals who were advertising on Google Ads and Microsoft Advertising between March 16 and March 31. Each industry includes at minimum 150 unique active clients. Accounts not recording at least 1 click or conversion are omitted from these figures. Shopping network data is omitted in industries with low usage. Average figures are median figures to account for outliers. All currency values are posted in USD.

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      This article originally appeared on WordStream and has been republished with permission.
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    author image

    Author: Mark Irvine

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    More by this author:
    • Google Discovery Ads Now Available to All Advertisers
    • Google Extends Customer Match to the Display Network
    • New Data Reveals PPC Ad Campaigns Are Rebounding

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