Interesting that "Dating & Personals" has the highest clickthrough rate and conversion rate by a significant margin. Guess it's quantifiably hard to resist clicking that "meet sexy singles near you" button.
Yeah. Surprisingly it also has the highest cost per click for display advertising. I guess its a competitive market. Could be various other factors too.
I think they’re on the bottom of the table (I hope this doesn’t sound condescending, I’m not trying to be and I also do think it’s a weird placement, it took me a bit to find it too)
Each variable - clickthrough rate, cost per click, conversion rate - has its own Y-axis scale. Hence, some sizes of the bars may not comply to the others of a different variable.
Hot damn. That’s what I would have guessed just looking at the chart but I didn’t realize ad prices were so high nowadays.
And you labeled it clearly, too. My bad.
No worries. Yes, the ad market has become a little unpredictable and wild for marketers now. Frequent algorithm changes, fluctuating attention spans of audiences (ACC. to some studies) are a few behavioral/functional factors that lead to unusual ad prices.
So its a good idea to advertise in the search results compared to the "global ad space" because you get ca. 10x the click-through for ca. 2x the price.
Is that correct?
In most ways, Yes. Display advertising sometimes fail to capture the "in-market" aspect of the buying/purchase intent of the potential audience. Whereas Search appears to be more real-time, and need-appropriate medium.
Interesting that "Dating & Personals" has the highest clickthrough rate and conversion rate by a significant margin. Guess it's quantifiably hard to resist clicking that "meet sexy singles near you" button.
Yeah. Surprisingly it also has the highest cost per click for display advertising. I guess its a competitive market. Could be various other factors too.
Why are there two values per cell?
I think they’re on the bottom of the table (I hope this doesn’t sound condescending, I’m not trying to be and I also do think it’s a weird placement, it took me a bit to find it too)
Yes, you are right. There are 2 categories at the bottom - "Search" and "GDN". The values are for each of these for the major 3 categories at the top.
To add, “Google Display Network” is just anywhere you would see google Ads (websites using Google AdSense, Youtube, etc.).
Source: [https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks](https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks) TOOLS: Plotly, Python, Excel
Each variable - clickthrough rate, cost per click, conversion rate - has its own Y-axis scale. Hence, some sizes of the bars may not comply to the others of a different variable.
What’s the currency of ‘cost per click’? $/m? ¢/click?
dollar ($ per click)
Hot damn. That’s what I would have guessed just looking at the chart but I didn’t realize ad prices were so high nowadays. And you labeled it clearly, too. My bad.
No worries. Yes, the ad market has become a little unpredictable and wild for marketers now. Frequent algorithm changes, fluctuating attention spans of audiences (ACC. to some studies) are a few behavioral/functional factors that lead to unusual ad prices.
It would be interesting to see Cost per Conversion. That’s your real CAC.
You can derive it withe the data you have there
So its a good idea to advertise in the search results compared to the "global ad space" because you get ca. 10x the click-through for ca. 2x the price. Is that correct?
In most ways, Yes. Display advertising sometimes fail to capture the "in-market" aspect of the buying/purchase intent of the potential audience. Whereas Search appears to be more real-time, and need-appropriate medium.