google adwords industry benchmarks

Industry BenchmarksGOOGLE ADWORDS

Detailed AdWords benchmarks for 20 different verticals

GOOGLE ADWORDS INDUSTRY BENCHMARKS | 2

Table of Contents

ADVOCACY

APPAREL

AUTO

CREATIVE

EDUCATION

ENTERTAINMENT

FAMILY CARE

FINANCE

HEALTHCARE

HOME & GARDEN

03091521273339455157

HOME SERVICES

INDUSTRIAL

LEGAL

PERSONAL CARE

PET CARE

PROFESSIONAL

REAL ESTATE

RETAIL

TECHNOLOGY

TRAVEL

63697581879399

105111117

GOOGLE ADWORDS INDUSTRY BENCHMARKS 2018 | 3

Advocacy


Average Click-Through Rate

The average click-through rate (CTR) in AdWords

across verticals in the advocacy industry is

4.41% on the search network and 0.59% on the

display network.

ADVOCACY

5%

4%

3%

2%

1%

0%

0.50%

1%

NONPROFIT POLITICS RELIGION & BELIEF

4.45% 4.34%

3.70%

0.38% 0.35%

0.67%

GOOG

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Average Cost Per Click

The average cost per click (CPC) in AdWords


$1.43 on the search network and $0.62 on the

display network.

ADVOCACY

$3

$2

$1

$0

$1

$2

GOOG

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$1.43

$2.61

$2.00

$1.09

$0.46 $0.58


Average Conversion Rate

The average conversion rate (CVR) in AdWords



display network.

ADVOCACY

5%

4%

3%

2%

1%

0%

1%

2%

3%

4%


GOOG

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1.86%

3.08%

4.76%

3.19%

0.65% 0.44%


Average Cost Per Action

The average cost per action (CPA) in AdWords



display network.

ADVOCACY


$150

$100

$50

$0

$50

$100

$150

$200

$250

GOOG

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(GDN

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$105.12$84.90

$49.02

$36.42$71.45

$218.13

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Apparel




across verticals in the apparel industry is 1.58% on

the search network and 0.52% on the display network.

APPAREL

4%

3%

2%

1%

0%

1%

GOOG

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(GDN

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CLOTHING T-SHIRTS FOOTWEAR JEWELRY ACCESSORIES

2.10%

3.10%

2.51%

1.13% 1.17%

0.48%

0.93%0.54%

0.91%0.48%



The average cost per click (CPC) in AdWords across

verticals in the apparel industry is $0.87 on the search

network and $0.35 on the display network.

APPAREL

$1.50

$1

$0.50

$0

$0.50

GOOG

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$0.75$0.89 $0.85

$1.15

$0.87

$0.31 $0.37

$0.57$0.48

$0.21



The average conversion rate (CVR) in AdWords across

verticals in the apparel industry is 2.31% on the

search network and 1.08% on the display network.

APPAREL


8%

6%

4%

2%

0%

2%

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2.01%

6.18%

2.74%3.26% 3.26%

0.45%1.09% 0.62%

2.02% 1.98%



The average cost per action (CPA) in AdWords across

verticals in the apparel industry is $38.86 on the

search network and $38.56 on the display network.

APPAREL

$60

$40

$20

$0

$20

$40

$60

$80

$100

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$41.45$33.56 $32.79

$49.59

$32.62

$87.22

$33.73

$72.69

$25.04 $22.90



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Auto




across verticals in the auto industry is 4.00% on the


AUTO

8%

6%

4%

2%

0%

1%

2%

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NEW VEHICLES USED VEHICLES COMMERCIAL VEHICLES CAMPERS & RVS

BOATS & WATERCRAFT VEHICLE PARTS & ACCESSORIES VEHICLE REPAIR & MAINTENANCE

DRIVING INSTRUCTION & DRIVER EDUCATION AUTO INSURANCE

4.22% 4.53% 4.27%

5.28%

2.58% 2.53% 2.75%

5.84%

7.39%

0.56%0.80%

1.53%

0.47%0.24%

0.49%0.85% 0.82%

0.31%




verticals in the auto industry is $2.46 on the search


AUTO

$10

$8

$6

$4

$2

$0

$1

$2

$3

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$2.46

$0.61

$2.56

$1.26$1.66

$1.14$1.99

$3.47$2.80

$8.07

$0.86

$0.29 $0.43$0.14

$0.42 $0.56$0.87

$3.70




verticals in the auto industry is 6.03% on the search

network and 1.19% on the display network.

AUTO

12%

10%

8%

6%

4%

2%

0%

1%

2%

3%

4%

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11.11%

1.17%

4.28%5.02%

3.12%2.29%

3.76% 3.90%

6.12%

10.61%

3.15%

2.14%1.74% 1.87%

0.99% 1.14%0.88%

3.70%




verticals in the auto industry is $33.52 on the search


AUTO

$160

$120

$80

$40

$0

$40

$80

$120

$160

$200

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$23.08

$23.88

$30.42$14.96

$83.15$98.46

$54.62

$98.53

$50.99

$148.37

$25.69 $23.68

$143.44

$77.40

$32.83$49.12

$177.19

$68.05



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Creative




across verticals in the creative industry is 3.05% on


CREATIVE

4%

3%

2%

1%

0%

0.5%

1%

VISUAL ART & DESIGN MUSIC & AUDIO TV & VIDEO

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3.47%

0.83%

2.99%

0.51%

2.28%

0.58%




verticals in the creative industry is $1.56 on the


CREATIVE

$2.50

$2

$1.50

$1

$0.50

$0

$0.50

$1


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$1.94

$0.30

$1.27

$0.45

$2.35

$0.65




verticals in the creative industry is 3.90% on the


CREATIVE

5%

4%

3%

2%

1%

0%

0.5%

1%

1.5%


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2.89%

0.80%

3.73%

1.47%

4.76%

1.23%




verticals in the creative industry is $68.20 on the


CREATIVE

$100

$80

$60

$40

$20

$0

$20

$40

$60


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$94.69

$37.50

$54.56

$39.50

$88.15

$41.18



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Education




across verticals in the education industry is 3.78% on


EDUCATION




verticals in the education industry is $2.40 on the


EDUCATION




verticals in the education industry is 3.39% on the


EDUCATION




verticals in the education industry is $72.70 on the


EDUCATION



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Entertainment




across verticals in the entertainment industry is


display network.

ENTERTAINMENT




verticals in the entertainment industry is $1.68 on

the search network and $0.75 on the display network.

ENTERTAINMENT




verticals in the entertainment industry is 3.97% on


ENTERTAINMENT




verticals in the entertainment industry is $38.44 on


ENTERTAINMENT



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Family Care




across verticals in the family care industry is 4.45% on


FAMILY CARE

8%

6%

4%

2%

0%

0.25%

0.50%

0.75%

1%BABY PRODUCTS CHILD CARE DATING & PERSONALS WEDDINGS

SENIOR CARE FUNERAL & BEREAVEMENT

2.68%

4.60%

6.05%

4.01%

6.71%7.62%

N/A

0.45%

0.80%0.72%

0.53%

0.71%

GOOG

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verticals in the family care industry is $2.43 on the


FAMILY CARE

$4

$3

$2

$1

$0

$0.50

$1

$1.50

$2

BABY PRODUCTS CHILD CARE DATING & PERSONALS WEDDINGS


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$0.82

$3.16$2.78 $2.66 $2.60

$3.12

$0.52 $0.49

$1.49

$0.73

$0.36

N/A




verticals in the family care industry is 3.31% on the


FAMILY CARE

15%

12%

9%

6%

3%

0%

1%

2%

3%

4%



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N/A

3.44%4.53%

9.64%

1.33%

3.44%

14.27%

0.13%

1.56%

3.34%

0.15% 0.25%




verticals in the family care industry is $70.45 on the


FAMILY CARE



$300

$250

$200

$150

$100

$50

$0

$100

$200

$300

$400

$500

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$12.64

$130.56

$76.76

$286.69

$70.54

$37.49

$21.34$62.54 $60.23

$487.35

$128.22

N/A



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Finance




across verticals in the finance industry is 2.91% on the


FINANCE




verticals in the finance industry is $3.44 on the


FINANCE




verticals in the finance industry is 5.10% on the


FINANCE




verticals in the finance industry is $81.93 on the


FINANCE



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Health




across verticals in the health industry is 3.27% on the


HEALTH

6%

5%

4%

3%

2%

1%

0%

0.5%

1%

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PRIMARY CARE PHYSICIANS SPECIALIST PHYSICIANS MEDICAL DEVICES & EQUIPMENT MEDICAL PROCEDURES NEUROLOGISTS

OPTOMETRIST SEXUAL HEALTH HEALTH INSURANCEWEIGHT LOSS DENTISTS

PSYCHOLOGIST PHARMACEUTICAL VITAMINS & SUPPLEMENTS ALTERNATIVE & NATURAL MEDICINEDRUG & ALCOHOL REHAB

3.64%

0.47%

2.79%2.60%

3.83%

5.83%

3.62%

1.30%

2.43%

1.66%

3.18%

3.83%

3.20%

4.61%4.82%

4.05%

0.79%

0.56%

0.35%

0.71% 0.71%0.62% 0.65%

0.35%0.47%

0.84% 0.79%0.68%

0.79%0.89%




verticals in the health industry is $2.62 on the search


HEALTH

$7

$6

$5

$4

$3

$2

$1

$0

$0.50

$1

$1.50

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$3.30

$0.99

$2.01

$1.37

$2.54$2.23

$3.54

$6.07

$2.38

$1.34

$2.46 $2.43

$4.29

$3.11

$2.52

$3.10

$0.64$0.51

$0.79$0.62 $0.64

$0.95$1.08

$0.59 $0.62 $0.59

$1.39

$0.71$0.51

$0.99




across verticals in the health industry is 3.36% on the


HEALTH

9%

6%

3%

0%

3%

6%

9%

12%

15%

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3.17%

0.50%

2.11% 2.52%3.42%

2.67% 2.37%3.38% 2.99%

2.41%

3.70%4.89%

3.64%

8.02%

3.36%

6.94%

0.28%1.35%

0.25% 0.26%

2.15%3.01%

0.25%

1.86%

0.63% 0.23% 0.74% 0.24%

2.64%

12.63%



The average cost per click (CPA) in AdWords across

verticals in the health industry is $78.09 on the


HEALTH

$200

$100

$0

$100

$200

$300

$400

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$81.42

$121.47

$75.42 $77.67 $73.93 $82.42

$168.96$174.44

$79.60

$37.33 $49.90 $58.08

$153.05

$31.78

$69.34

$26.89

$189.75

$25.93

$301.41

$137.62

$23.39

$63.88

$385.52

$52.95$35.35

$273.95

$88.45$72.69

$29.46 $21.40



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Home & Garden




across verticals in the home & garden industry is


display network.

HOME & GARDEN

4%

3%

2%

1%

0%

0.5%

1%

GOOG

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(GDN

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HOME IMPROVEMENT DOORS & WINDOWS ROOFING FLOORING LAMPS & LIGHTING HOME APPLIANCES

HOME STORAGE & SHELVING YARD & PATIO HOME SWIMMING POOL GARDENING & LANDSCAPING HOME SECURITY

INTERIOR DECOR BEDROOM BATHROOM KITCHEN & DINING LIVING ROOM FURNITUREHOME FURNISHINGS

2.59%2.35%

3.10%

2.50%

3.33%

2.75%

2.20% 2.23%

3.13%

1.85%

2.38%

2.73%2.53%

3.53%

2.71%

2.19% 2.18%

0.31% 0.37%0.51%

0.61%0.68%

0.36%0.47%

0.69%

0.93%

0.60% 0.57%0.42%

0.81%

0.47% 0.51%0.59% 0.57%




verticals in the home & garden industry is $2.94 on


HOME & GARDEN

$10

$8

$6

$4

$2

$0

$0.50

$1

$1.50

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$2.35

$4.91

$8.56

$2.78 $2.59

$4.92

$1.76

$0.72

$2.08

$3.42

$1.24 $0.96

$2.36$3.14 $3.22 $3.50

$6.28

$0.65

$1.12 $1.19

$0.79

$0.47

$0.89

$0.43 $0.39

$0.83 $0.86

$0.44 $0.47$0.60

$0.75$0.83

$0.51$0.39




verticals in the home & garden industry is 2.70% on


HOME & GARDEN

6%

5%

4%

3%

2%

1%

0%

0.5%

1%

1.5%

2%

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3.17%

4.10%4.33%

3.60%

2.06%

5.07%

1.84%

2.63%

1.12%

3.01%

1.96%

2.80%

3.35%

2.64%

2.12%

5.22%

3.02%

0.64%0.46% 0.39%

2.01%

0.28% 0.34%

0.65%

0.32%

0.64%

0.25%

1.03%0.79%

0.65% 0.73%0.97%

0.61%

0.34%




verticals in the home & garden industry is $87.13 on the


HOME & GARDEN

$250

$200

$150

$100

$50

0

$100

$200

$300

$400

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$98.38

$160.09

$232.08

$92.42

$120.73

$91.44$92.34

$62.45

$88.61

$146.76

$76.48$55.13

$83.35$96.23

$118.66

$66.80

$207.78

$160.89$207.95

$303.85

$61.29

$214.19

$278.44

$172.94

$126.47$129.69

$344.00

$193.97

$372.35

$75.50

$259.14

$98.41

$199.93

$94.51



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Home Services




across verticals in the home services industry is


display network.

HOME SERVICES

5%

4%

3%

2%

1%

0%

1%

2%

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MOVING & RELOCATION HVAC & CLIMATE CONTROL PLUMBING LOCKS & LOCKSMITHS

PEST CONTROL CLEANING SERVICES WASTE MANAGEMENT DISASTER PREVENTION & REPAIR

$2.03% 1.91%2.30%

2.50% 2.40%2.74%

4.31%

4.97%

0.56% 0.48% 0.34%

1.56%

0.61% 0.58% 0.59%0.37%




verticals in the home services industry is $6.40 on the


HOME SERVICES

$20

$15

$10

$5

$0

$1

$2

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$8.29

$5.20

$15.42

$4.99

$6.95 $6.76

$3.58

$1.06

$1.57

$0.83

$1.36$1.09

$0.92$0.63

$0.97

$1.98




verticals in the home services industry is 6.64% on the


HOME SERVICES

12%

10%

8%

6%

4%

2%

0%

1%

2%

3%

4%

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9.39%

1.81%

3.30%

11.63%

8.31%

6.84%

8.37%

5.62%4.53%

0.52%

1.21% 1.08%

2.38%

1.00%

3.16%

1.03%




verticals in the home services industry is $90.70 on the


HOME SERVICES

$200

$150

$100

$50

$0

$50

$100

$150

$200

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$82.97

$158.05$147.97

$48.06

$105.90$95.78

$56.89

$20.78

$94.55

$176.62

$137.27

$82.10

$44.40$60.57

$69.91

$192.23



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Industrial




across verticals in the industrial industry is 2.61% on


INDUSTRIAL

3.5%

3%

2.5%

2%

1.5%

1%

0.5%

0%

0.5%

1%

1.5%

GOOG

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HEAVY MACHINERY INDUSTRIAL MATERIALS & EQUIPMENT CONSTRUCTION & MAINTENANCE

ENERGY & UTILITIES CHEMICALS ARGRICULTURE & FORESTRY

BUILDING MATERIALS & SUPPLIES TRANSPORTATION & LOGISTICS FREIGHT & TRUCKING SCIENCE & ENGINEERING

2.83%

0.18%

2.17%

2.71% 2.76%

3.11%

2.69%

2.19%

1.56%

2.62%

2.97%

0.37%

0.70%

0.48% 0.54%0,64%

0.35% 0.30%0.39%

1.14%




verticals in the industrial industry is $2.56 on the


INDUSTRIAL

$5

$4

$3

$2

$1

$0

$1

$2

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$2.43

$0.62

$1.84

$2.74

$1.84

$3.27

$4.17

$2.78

$3.78

$1.94

$1.51

$0.58$0.42

$0.69 $0.73 $0.79$0.55

$1.29

$0.45$0.26




verticals in the industrial industry is 3.37% on the


INDUSTRIAL

10%

8%

6%

4%

2%

0%

0.5%

1%

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2.25%

0.37%

2.84%

3.57%

1.36%

2.37%

6.53%

2.45%

3.29%2.79%

9.36%

0.94%

0.68%

0.22%

0.85% 0.88%0.82%

0.67%

0.34%

0.97%




verticals in the industrial industry is $79.28 on the


INDUSTRIAL

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$350

$300

$250

$200

$150

$100

$50

0

$50

$100

$150

$200

$250

$300

$350

$76.23$91.03

$57.24

$308.52

$99.62$71.86

$104.59

$58.39 $49.91

$16.14

$140.29

$46.27 $58.80

$313.64

$40.56

$89.77 $86.98

$182.73

$117.04

$26.41



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Legal




across verticals in the legal industry is 2.93% on the


LEGAL

4%

3%

2%

1%

0%

1%

LEGAL VISA & IMMIGRATION

GOOG

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ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH 2.80%

0.54%

3.69%

0.66%




verticals in the legal industry is $6.75 on the search


LEGAL

$8

$7

$6

$5

$4

$3

$2

$1

$0

$0.50

$1


GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$7.14

$0.81

$2.23

$0.49




verticals in the legal industry is 6.98% on the search


LEGAL

8%7%6%5%4%3%2%1%0%

0.5%1%

1.5%2%

2.5%


GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

6.98%

2.03%

5.22%

1.21%




verticals in the legal industry is $86.02 on the search


LEGAL

$100

$80

$60

$40

$20

$0

$20

$40


GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$98.92

$39.52

$38.59

$31.21



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Personal Care




across verticals in the personal care industry is


display network.

PERSONAL CARE

5%

4%

3%

2%

1%

0%

1%

2%

FITNESS SPAS & BEAUTY SERVICES SKIN & NAIL CARE FACE & BODY CARE

HAIR CARE COSMETIC SURGERY

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

3.61%

4.66%

2.36%

3.02% 3.03%

4.13%

0.47% 0.54%0.79% 0.70%

1.07%0.81%




verticals in the personal care industry is $1.67 on the


PERSONAL CARE

$4

$3

$2

$1

$0

$1



GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$1.29

$2.20

$0.70 $0.85

$1.54

$3.75

$0.62 $0.49 $0.37 $0.25 $0.39$0.62






display network.

PERSONAL CARE

6%

5%

4%

3%

2%

1%

0%

1%

2%

3%



GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

4.97%5.31%

4.86%

2.58%

5.29%

4.17%

0.46% 0.38%0.77%

2.52%

1.09%0.85%



The average cost per click (CPA) in AdWords



display network.

PERSONAL CARE

$80

$70

$60

$50

$40

$30

$20

$10

$0

$28

$56

$84

$112

$140



GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$34.17

$54.94

$12.04 $13.04

$34.54

$79.75

$43.34

$132.25

$41.15

$16.40

$92.49

$123.64



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Pet Care




across verticals in the pet care industry is 3.41% on


PET CARE

4%

3%

2%

1%

0%

1%

2%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

PET ADOPTION PET FOOD & SUPPLIES PET TRAINING VETERINARIANS

3.66%3.30% 3.45% 3.31%

0.86%1.21%

0.57%0.82%




verticals in the pet care industry is $3.36 on the search


PET CARE


$4

$3

$2

$1

$0

$1

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$1.87

$3.71 $3.69

$3.02

$0.38 $0.47

$0.96 $0.82




verticals in the pet care industry is 8.66% on the


PET CARE


20%

15%

10%

5%

0%

5%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

7.74%

10.48%

6.85%

15.43%

1.45%0.42%

3.99% 3.45%




verticals in the pet care industry is $37.02 on the


PET CARE


$60

$40

$20

$0

$20

$40

$60

$80

$100

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH $33.70 $38.71

$53.19

$39.19

$30.85

$61.18 $56.90

$81.64



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Professional




across verticals in the professional industry is 2.41% on


PROFESSIONAL

5%

4%

3%

2%

1%

0%

0.5%

1%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

OFFICE SUPPLIES BUSINESS SERVICES ENTERPRISE TECHNOLOGY BUSINESS & PRODUCTIVITY SOFTWARE

MARKETING ADVERTISING SEO & SEM SERVICESWEB DESIGN & DEVELOPMENT

HUMAN RESOURCES RETAIL SERVICES FRANCHISING SERVICES FOREIGN LANGUAGE TRANSLATIONSJOB LISTINGS

1.83%

0.33%

2.41%

1.36%

2.13%

3.79%

2.42%

3.25% 3.30%

4.88%

1.83%

2.29%2.51%

2.75%

0.44%0.54% 0.51%

0.36%

0.59%0.43% 0.48%

0.75%

0.38% 0.40%0.50%

0.25%




verticals in the professional industry is $3.33 on the


PROFESSIONAL




$6

$5

$4

$3

$2

$1

$0

$0.50

$1

$1.50

$2

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$1.61

$0.68

$3.36

$5.50

$3.44 $3.25

$2.04 $2.02

$3.58

$2.14

$4.09

$3.26

$3.81$3.50

$0.85$0.62

$0.75

$1.59

$0.78$0.56

$0.89 $0.82$1.05

$0.68

$0.99 $1.03




verticals in the professional industry is 3.04% on the


PROFESSIONAL




10%

8%

6%

4%

2%

0%

1%

2%

3%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

2.93%

1.37%

2.21%

3.43%2.75%

3.34%

5.13%

2.66%3.38%

9.09%

3.47%2.90%

4.34%4.76%

0.46% 0.51% 0.59%

1.02%

1.57%1.89%

0.50%

0.11%

0.55%

0.99%

0.37%

2.55%




verticals in the professional industry is $116.13 on the


PROFESSIONAL




$200

$150

$100

$50

$0

$100

$200

$300

$400

$500

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$60.57

$49.64

$175.05$186.24

$127.34 $126.33

$48.04$63.77

$89.90

$35.69

$147.72$165.36

$145.52

$88.45

$145.26

$100.17

$170.69

$350.50

$59.47

$111.94

$414.37

$247.57

$174.62

$95.04

$253.23

$71.12



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Real Estate




across verticals in the real estate industry is 3.71% on


REAL ESTATE

5%

4%

3%

2%

1%

0%

1%

2%

HOMES & CONDOS RENTAL UNITS PROPERTY MANAGEMENT

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

4.05%

4.97%

2.82%

0.59%1.05%

1.90%




verticals in the real estate industry is $2.37 on the


REAL ESTATE

$4

$3

$2

$1

$0

$1

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH


$2.27

$1.34

$3.26

$0.57$0.83 $0.84




verticals in the real estate industry is 2.47% on the


REAL ESTATE

4%

3%

2%

1%

0%

1%

2%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH


2.48%

3.21%

2.33%

0.70%0.98%

1.44%




verticals in the real estate industry is $116.61 on the


REAL ESTATE

$200

$150

$100

$50

0

$50

$100

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH


$129.20

$54.57

$151.53

$83.12

$57.23

$91.19



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Retail




across verticals in the retail industry is 2.69% on the


RETAIL

12%

10%

8%

6%

4%

2%

0%

1%

2%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

RETAIL GOODS CONSUMER ELECTRONICS SPORTING GOODS FOOD ALCOHOL

GIFTS & SPECIAL EVENT ITEMS FIREARMS & WEAPONS SEX TOYS & SUPPLIES

2.70%2.22% 2.25% 2.56%

4.51%

2.81%

10.17%

4.23%

0.59%0.41%

1.02%

0.53% 0.72%0.46%

1.01% 0.93%




verticals in the retail industry is $1.16 on the search


RETAIL

$4

$3

$2

$1

$0

$1

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH



$1.09

$0.35

$1.66

$0.48

$0.78

$0.74

$0.88

$0.49

$1.26

$0.38

$1.45

$0.75

$3.33

$0.44

$2.02

$0.74




verticals in the retail industry is 2.81% on the search


RETAIL

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

8%

6%

4%

2%

0%

0.5%

1%

1.5%RETAIL GOODS CONSUMER ELECTRONICS SPORTING GOODS FOOD ALCOHOL


2.89%2.30%

0.87%

3.13%3.46%

2.89%

1.85%

7.25%

0.57%

1.03%

0.29%

0.62%

0.12%

0.61%

0.04%

0.84%




verticals in the retail industry is $45.27 on the search


RETAIL



$350$300$250$200$150$100$50$0

$200$400$600$800

$1000

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$37.26$59.34

$122.51

$27.46$44.89

$66.05

$317.61

$27.86

$61.40 $36.63

$194.70$110.99 $121.40

$45.34

$986.70

$88.10



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Technology




across verticals in the technology industry is 2.09% on


TECHNOLOGY

3.5%

3%

2.5%

2%

1.5%

1%

0.5%

0%

0.5%

1%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

1.96%

0.37%

2.43%

0.99%

1.31%

2.77%

1.80%

2.09%

3.18%3.05%

2.82%

0.48%0.33% 0.41%

0.25%0.35% 0.35%

0.15%

0.57%

0.35%

ELECTRONICS & ELECTRICAL COMPUTER HARDWARE COMPUTER COMPONENTS

COMPUTER SECURITY COMMUNICATIONS CLOUD STORAGE NETWORKING

EMAIL & MESSAGING AUTO INSURANCEMOBILE & WIRELESS




verticals in the technology industry is $3.80 on the


TECHNOLOGY

$8

$7

$6

$5

$4

$3

$2

$1

$0

$0.50

$1

$1.50

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$2.57

$0.54

$5.37

$3.39

$6.23

$4.00

$6.67

$4.91 $4.75

$2.22

$4.44

$0.70

$1.15$0.98

$0.44 $0.42

$0.86$0.66 $0.61

$0.35







verticals in the technology industry is 2.92% on the


TECHNOLOGY

5%

4%

3%

2%

1%

0%

1%

2%

3%

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

2.43%

0.66%

2.92%2.62%

1.51%

4.65%

3.92%

1.41%

2.43%

3.26%

4.89%

1.70%

0.86%

0.43%

2.79%

0.18%0.51%

1.29% 1.19%1.02%







verticals in the technology industry is $133.52 on the


TECHNOLOGY

$500

$400

$300

$200

$100

$0

$100

$200

$300

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH




$106.89

$102.90

$119.07

$184.39

$477.39

$112.40

$228.58

$405.63

$176.75

$32.14

$84.37

$125.54

$234.40

$292.08

$43.09$59.39

$142.82

$44.63 $49.55$26.71



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Travel




across verticals in the travel industry is 4.68% on the


TRAVEL

12%

10%

8%

6%

4%

2%

0%

1%

TRAVEL AGENCIES & SERVICES HOTELS & ACCOMODATIONS SPECIALTY TRAVEL

CAR RENTAL & TAXI SERVICES

BEACHES & ISLANDS CAMPING & OUTDOOR BUS & RAILAIR TRAVEL

GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

4.33%

0.41%

3.71%

5.37%5.85%

3.81%

6.72%

10.66%

6.29%

0.48% 0.43% 0.37% 0.31% 0.39% 0.52%0.85%




verticals in the travel industry is $1.53 on the search


TRAVEL

$2

$1.50

$1

$0.50

$0

$0.50

$1




GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

$1.48

$0.45

$1.78

$1.98

$1.46

$0.60

$1.41

$0.49

$1.81

$0.47 $0.44$0.31 $0.26

$0.88

$0.49

$0.27




verticals in the travel industry is 3.55% on the search


TRAVEL

12%10%8%6%4%2%0%

0.5%1%

1.5%2%

2.5%




GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH

2.62%

4.13%

2.25% 1.80%

3.85%

5.12%

7.34%

10.45%

0.58%0.32% 0.23% 0.12%

0.93%

1.93%

2.35%

0.34%




verticals in the travel industry is $44.73 on the search


TRAVEL

$100

$75

$50

$25

$0

$50

$100

$150

$200

$250

$300




GOOG

LE D

ISPL

AY N

ETW

ORK

(GDN

)SE

ARCH $58.89$46.85

$79.92 $79.97

$9.83$17.43

$7.21

$33.42

$34.64

$290.59

$261.36 $258.33

$111.60

$34.23$9.34

$52.39



GRADE YOUR ACCOUNT




This report is based on a sample of 14,197 US-based WordStream client accounts in all

verticals (representing over $200 million in aggregate AdWords spend) who were advertising

on Google AdWords’ Search and Display networks between August 2017 and January 2018.

Each industry includes at minimum 30 unique active clients. “Averages” are technically median

figures to account for outliers. All currency values are posted in USD.

Data Sources:

google adwords industry benchmarks

Documents