What is a Good Conversion Rate on PPC?

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Let’s start with the first question “what is a good conversion rate on PPC?”

The conversion rate is the percentage of clicks from PPC that lead to a success metric (a conversion). Therefore that can range anywhere from zero up to a hundred percent but it’s going to vary based on a number of different factors.

Industry

Depending on what industry you’re actually in the conversion rates may vary.

If the market is very price sensitive, so for example your users will click through to many different sites and really delve into the detail to try and find the best price, then you would tend to see that your conversion rates are likely to be lower. Be aware of where you sit within your industry and the type of market you’re in when considering your own conversion rates.

Landing Pages

The important thing to bear in mind here is that sometimes you’re building landing pages to educate a user when they visit the site rather than just convert them straight away. Some pages are all about driving a conversion and getting someone to fill out a form as soon as they arrive. Both these scenarios would likely have different conversion rates.

Keywords

Keywords will trigger different behaviour, something like a brand keyword, whether it be your own brand or a product that you’re selling, is likely to have a much higher conversion rate than perhaps a very generic term.

Here’s a question for you – What do you think has a higher conversion rate? A download of a whitepaper or arranging a callback?

This is a good test to do when you’re looking at your own data. Put your two conversions alongside each other and actually figure out which should be driving the higher conversion rate.

We ran a study across 12 months worth of data for a number of clients tracking these particular actions and we found that downloading a whitepaper had a considerably higher conversion rate. The reason for that is because there’s little commitment. The user may have to put in an email address and click a button but other than that they’re not really giving too much information away. Whereas when you’re arranging a call back you’re committing yourself that you’re going to be available for that call.

What a lead generation conversion curve might look like.

Up the vertical axis we’ve got conversion rate from 0% to 40% and along the baseline here we’ve got the required customer commitment, so how much commitment does a customer need to be giving.

A download of a whitepaper or for an e-book will convert at a much higher rate however there’s little commitment from the user. Booking a test drive for a car however, the conversion rate is much lower. The reason, if you’re booking a test drive you need to know what car you’re interested in, when you’re going to do the test drive, what time and what location. There’s a lot of different factors that you need to have decided before you even get to this point and hence the conversion rate will tend to be lower.

Let’s look at what an e-commerce trend may look like.

This is an interesting one because the data that we’ve analysed for this actually shows a slightly different curve that you may expect.

The vertical axis is from 0% to 5% and along the bottom we’ve got the value of the product.

Something like bath towels, mugs or socks have a low cost to the user but there’s lots of them about in lots of different colours and patterns. You could be in a supermarket and find something that catches your eye and it’s convenient to put it in your basket. Based on this we found that the conversion rates were actually quite low for these particular products.

The highest conversion rates were for things like dresses, trainers, and apparel. The likely reason for that is they are a regular purchase and people tend to have a brand that they go to that they’re familiar with and that they’re happy with. They’re also not too expensive so people are happy to part with their cash for those particular products. Conversion rates therefore seem to be quite high and as these then become more personalised, things like watches or jewellery, the value increases and the conversion rate tends to decline.

Finally for the big tickets such as a luxury holiday where you’ve got to figure out where, when and how many of you are going and what hotel you’re going to stay at, there’s lots of different factors and the cost is normally quite high. It’s normally one of the larger purchases that an individual will make so therefore the conversion rate from an actual click through to a purchase will be quite low.

For more details, one of our following videos is going to review “how to improve conversion rates”. So subscribe and follow our content online.

Rachel Mepham
With over 15 years’ experience in Digital Marketing, Rachel heads up the team at Digital Clarity. With a deep skill set in the Paid Search, Social Media and Analytics, Rachel is regarded by both clients and peers as one of the most experienced and prolific women in the UK digital space. Her approach and application to digital strategy planning has been used by some of the biggest brands as well as leading advertising and marketing agencies.
Today is 1st June 2020 - the meteorological first day of summer and half-way thr
Today is 1st June 2020 - the meteorological first day of summer and half-way through the year. Though it will not be business as usual . 
Today is also the day that many of the lockdown restrictions in the UK are being eased and businesses that have been trading, prepare to awake from their slumber . 
What will you business look like as we prepare to head into the second half of the year . 
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Posted 4 hours ago.

Today is 1st June 2020 - the meteorological first day of summer and half-way through the year. Though it will not be business as usual . Today is also the day that many of the lockdown restrictions in the UK are being eased and businesses that have been trading, prepare to awake from their slumber . What will you business look like as we prepare to head into the second half of the year . Have you embraced and enhanced your digital framework to transform your business . Learn how we can make your next 6 months successful - contact @digitalclarity | info@digital-clarity.com | +44148 338270 . . . . #business #thenewnormal #digitalgrowth #businessgrowth #ppc #seo #newnormal #b2b #b2c #marketingagency #google #consulting #digitalmarketingagency #socialmediaagency #digitalagency #growth #planning #digitalconsulting

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All good things must come to an end
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All good things must come to an end . Clap for the NHS is no longer a thing but it will never be forgotten . It would be "beautiful" to end Clap for Carers after its 10th week, and make it an annual event, said Annemarie Plas, organiser of the event . Here’s to the heroes 👏👏👏 . . . . #clapforourcarers #clapfornhs #nhs #nhsheroes #guildford #royalsurrey #clapforthenhs #clapforcarers #countyclub #isupportguildford #surrey #nhssurrey #theroyalsurreycountyhospital #theroyalsurrey

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Deepak Chopra often talks about seeing opportunity when we sometimes see no future. He mentions that this opportunity is increased if the other areas in our life like health and mental wellbeing are in tune
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Back in 1980s Chopra was disillusioned within Western medicine’s sometimes short-term approach and after desperately trying to give up smoking, turned to meditation to help
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Posted 4 days ago.

Deepak Chopra often talks about seeing opportunity when we sometimes see no future. He mentions that this opportunity is increased if the other areas in our life like health and mental wellbeing are in tune . Back in 1980s Chopra was disillusioned within Western medicine’s sometimes short-term approach and after desperately trying to give up smoking, turned to meditation to help . This quest led to a chance meeting in India with Maharishi Mahesh Yogi and Ayurvedic medicine - Chopra seeing this as an opportunity to bring this to Western society . The rest as they say, is history . . . . . #quotes #wisewords #opportunity #quote #motivationalquotes #thursdaymotivation #win #hustlehard #resilience #content #digitalclarity #marketingagency #digital

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A creative powerhouse in your pocket
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Whether you are creating a post, writing a blog or running a report, the phone in your pocket; connects you to the world, your business and your customer
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Digital Clarity work with CEO’s and owner managers of business to help them and their teams in the digital economy
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A creative powerhouse in your pocket . The iPhone has revolutionised how we create on the move and run our business . Whether you are creating a post, writing a blog or running a report, the phone in your pocket; connects you to the world, your business and your customer . Digital Clarity work with CEO’s and owner managers of business to help them and their teams in the digital economy . Learn how we can help you grow . Call: +441483 338 270 | info@digital-clarity | @digitalclarity . . . . #iphone #digitalmarketingagency #ppc #seo #socialmediamarketing #socialmedia #instagrammarketingtips #facebookads #instagrammarketing #googleads #creative #design #digitalagency #socialagency #createdonthate

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SEO is often thought of as free. The fact that you don't pay for the clicks has
SEO is often thought of as free. The fact that you don't pay for the clicks has led to this perception, but how much does SEO cost? .
On the face of it that could suggest it is free or at least a much cheaper channel compared to PPC
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However, search engine optimisation requires time, effort, expertise and therefore money - whether doing it in-house or outsourcing - our latest blog takes a look at what the possible SEO costs are and why they can vary so much - LINK IN BIO .
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Posted 6 days ago.

SEO is often thought of as free. The fact that you don't pay for the clicks has led to this perception, but how much does SEO cost? . On the face of it that could suggest it is free or at least a much cheaper channel compared to PPC . However, search engine optimisation requires time, effort, expertise and therefore money - whether doing it in-house or outsourcing - our latest blog takes a look at what the possible SEO costs are and why they can vary so much - LINK IN BIO . . . . #seo #seotips #seoagency #befound #google #bing #organicsearch #ppc #searchengineoptimization #marketing #digitalagency #digitalconsultancy #digitalclarity #digitaltransformation

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This quote from the American investor, business tycoon, and philanthropist, Warr
This quote from the American investor, business tycoon, and philanthropist, Warren Buffet has so many applications
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In the main, it addresses two main points .
1. the the need for medium and long term planning
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Warren Buffett is normally known for his investment strategy prowess and the returns he has made for the firm Berkshire Hathaway. 
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This quote from the American investor, business tycoon, and philanthropist, Warren Buffet has so many applications . In the main, it addresses two main points . 1. the the need for medium and long term planning . 2. The joy in giving and helping others. Warren Buffett is normally known for his investment strategy prowess and the returns he has made for the firm Berkshire Hathaway. Sometimes less known for his philanthropic work where he intends to give away all his wealth on his death to charity . . . . #warrenbuffett #berkshirehathaway #philanthropy #philosophy #wisewords #begood #mindfulness #creative #quotes #quotestoliveby #wisequotes #instragram #digitalclarity #contentcreators #guildford #surrey

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For those that don't know yet, businesses around the world can now set up a sing
For those that don't know yet, businesses around the world can now set up a single online store to sell products, with no fee, on Facebook and Instagram - that's nearly a million businesses in the UK alone
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The stores will appear on business pages, Instagram profiles and through targeted ads
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This is one of a number of initiatives social media channels are using to attract business - learn more:
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Posted 1 week ago.

For those that don't know yet, businesses around the world can now set up a single online store to sell products, with no fee, on Facebook and Instagram - that's nearly a million businesses in the UK alone . The stores will appear on business pages, Instagram profiles and through targeted ads . This is one of a number of initiatives social media channels are using to attract business - learn more: . E: info@digigtal-clarity.com | +441483 338 270 |@digitalclarity . . . . #facebook #instagram #ecommerce #ecommercebusiness #b2b #b2c #instagrammarketing #facebookads #socialmediamarketing #socialmedia #socialmediaforbusiness #digitalclarity #retail

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Are you ready to ‘create’ your business for the new buyer? .
What will your
Are you ready to ‘create’ your business for the new buyer? .
What will your business look like in June 2020 and beyond? .
As people shift behaviour - prepare your business for the new way of working and doing business - pivot and create
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Learn more: @digitalclarity | info@digital-clarity.com +441483 338 270 .
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#newbusiness #newnormal #resilience #digitalmarketing #digitalconsulting #digitalmarketingagency #creative #socialmediamarketing #socialmedia #instagrammarketing #facebook #google #googleagency #ppc #seo #analytics #guildford #surrey #london #pinner #horsham #southampton #basingstoke #woking

Posted 1 week ago.

Are you ready to ‘create’ your business for the new buyer? . What will your business look like in June 2020 and beyond? . As people shift behaviour - prepare your business for the new way of working and doing business - pivot and create . Learn more: @digitalclarity | info@digital-clarity.com +441483 338 270 . . . . . #newbusiness #newnormal #resilience #digitalmarketing #digitalconsulting #digitalmarketingagency #creative #socialmediamarketing #socialmedia #instagrammarketing #facebook #google #googleagency #ppc #seo #analytics #guildford #surrey #london #pinner #horsham #southampton #basingstoke #woking

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