PPC Statistics Every CMO Should Know

PPC (pay per click) advertising is a model whereby you pay a certain provider, like Google or Facebook, to promote your ad to target audiences. This model is called “pay per click” because you only pay the provider when an actual user clicks on your ad.

The PPC industry is rising, and both companies and providers seem to be profiting. We’ve gathered the 12 most interesting PPC statistics so you can see what all the fuss is about.

1. 79% of marketers say PPC hugely benefits their business.

(Source: Hanapin Marketing, 2019)

According to data from Hanapin Marketing’s State of PPC report for 2018-19, most marketers believe PPC provides a huge boost to their business.

2. Ads on the Google Display Network reach up to 90% of internet users.

(Source: WordStream, 2020)

According to Google, the Display Network reaches over 90% of global internet users expanding across 2 million sites! So there is a high chance to get your products or services in front of almost all your target audience.

3. 97% of consumers use the internet to search for local businesses.

(Source: BrightLocal, 2020)

Statistics from 2020 provided by BrightLocal show that 97% of consumers use the internet to find local businesses, while 34% do so daily. This data tells us just how much we rely on the internet for our consumer needs. It also points to how profitable PPC ads can be if you can reach your desired audience and generate good PPC traffic. With almost everybody using the internet to find nearby businesses, a well-placed paid ad could lead them to you.

4. In 2020, approximately 26% of global internet users were using ad blockers.

(Source: Statista, 2020)

When we look at PPC stats for 2022, it seems one of the main obstacles in digital advertising is the presence of ad blockers. Keep in mind, however, that search ads and Facebook ads are not blocked by adblockers on default. According to Statista, 26.4% of worldwide users had ad blockers installed on their devices in 2020. This figure is expected to rise at a slower pace than before.

5. Customers are up to 70% more likely to buy your product when you use retargeting.

(Source: Web FX, 2021)

Based on these PPC stats in 2021, you can’t afford not to include remarketing in your overall PPC strategy.

If you don’t know yet what retargeting is, no problem, we have you covered. It’s when you reach out to those who already interacted with your website in some way.

6. Google Ads and Facebook PPC dominate the digital advertising market, with 28.9% and 25.2% market share, respectively.

(Source: eMarketer, 2021)

The biggest players in the PPC market are, without a doubt, Google and Facebook. Generating the most revenue and holding large portions of the market, they are the most popular platforms among advertisers.

7. Traffic brought through PPC advertising yields 50% more conversions than organic advertising.

(Source: Moz, 2017)

When we look at PPC and SEO stats, it seems PPC is much more effective in creating conversions. According to 2017 data from Moz, PPC advertising creates 50% more conversions and traffic than advertising through organic keywords.

8. 92% of online paid ads go unnoticed by users.

(Source: KOL, 2018)

Ad blindness is also a huge problem in the PPC industry. This term refers to a phenomenon where people, intentionally or not, ignore ads that appear on websites. Statistics provided by Koll suggest that most ads fall victim to ad blindness.

To make sure your ads get noticed, write compelling titles and descriptions, great imagery for google shopping ads, and use ad extensions.

9. Bing’s average CPC is $1.54, 33% lower than Google Ads

(Source: WordStream, 2021)

There is no secret that PPC advertising on Bing and Microsoft Search Network has a significantly smaller reach than Google, advertising on this platform has its advantages. Bing’s average CPC is 33% lower than that of Google Ads: $1.54 across all industries.

Also, keep in mind that Bing ads reach 63 million unique users that other platforms can’t do.

10. 69.4% of people who have smartphones use them for shopping.

(Source: DataReportal, 2021)

The Digital 2021: Global Overview Report by Datareportal revealed how many people rely on their smartphones for shopping. Among surveyed smartphone users, 69% used their devices for shopping.

11. On average, SMBs invest between $9K and $10K on PPC monthly.

(Source: Web FX)

While this is a reliable estimate on how much you might expect to pay monthly for PPC in 2022, it isn’t a fixed figure. You’ll need to evaluate both your own budget, and whether your sector is among the best industries for PPC.

12. 89% of the traffic generated by Google Ads is not replaced by organic clicks when ads are paused.

(Source: Google AI blog)

Do you think search ads aren’t necessary when your organic presence is high?

Think again as Google analyzed what’s happening when ads were paused in over 400 accounts across four countries. Using a statistical model to estimate the incremental clicks attributable to search ads for each advertiser, they found that on average, 89% of paid traffic to an advertiser’s site is lost and not recovered by organic clicks.

13. 50% of people arriving at a retailer’s site from paid ads are more likely to buy than those from an organic link. (Bonus)

(Source: Unbounce)

Are you primarily interested in short-term conversions, testing, and/or product sales? Then PPC advertising is the way to go. 50% of people arriving at a retailer’s site from paid ads are more likely to buy than visitors who came from an organic link.

Conclusion on PPC Statistics

Based on the PPC statistics we’ve presented above, we’re comfortable saying that PPC advertising is growing rapidly in the marketing mix of most of digital marketing managers.

PPC ads are less annoying and reach a wide but targeted audience. They also work so that businesses spend money only on actual site visitors.

We hope the PPC statistics we’ve shown you help paint a picture of how the advertising ecosystem will look in 2023 and beyond.

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