As we see organic reach decline on social platforms like
Facebook, brands can expect tougher competition for ‘likes’ and ‘follows’ than
ever before. Social media marketing is reaching a saturation point – so to keep
your conversion rate strong, it’s important to include Search Engine Marketing (SEM) in your digital marketing strategy. Recently, Acquisio examined the
performance of 50,000 Google AdWords SEM campaigns in 12 industries across the
USA. The purpose: to set a benchmark that gauges each advertiser’s performance versus
their competitors.
The 12 industries were:
- Retail
-
Travel + Tourism
-
Legal
-
Education + Employment
-
Automotive
-
Professional Services
-
Animal Care
-
Real Estate
-
Medical + Dental
-
Fitness + Recreation
-
Food + Beverage
-
Financial
Here are some of the interesting findings.
Cost Per Click (CPC)
With machine learning, Legal campaigns have the highest CPC
at up to $10.00, while Real Estate campaigns come in cheapest at $0.95.
Interestingly, without machine learning, Legal only has a CPC of $4.66 and the ranking
for cheapest is replaced with Travel + Tourism at $1.20 CPC.
Conversion Rate (CVR)
Machine learning seemed to have played a large role in the
results of many industries. For example, the Automotive industry had a 4.41%
CVR without machine learning, though once applied, the CVR jumped to 16.77%. A
similar scenario happened with the Financial industry, where the CVR went from
4.76% without machine learning to 15.12% with machine learning.
Interested in digging into the full set of statistics? Check
out the article over at MarketingProfs.
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