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Continuing our deep dive into the e-commerce industry, we want to share a few more benchmarks that impact and indicate business growth.

Google Ads Benchmarks

Google ads is an advertising service that helps companies advertise to target audiences while they search for solutions and content. Take these percentiles as base numbers to track your CTRs.

Google Ads Benchmarks by Network

Network

Click Through Rate

Cost Per Click*

Search network

2.69%

$1.16

Display network

0.52%

$0.45

*Cost per click may vary based on what you sell or by industry. These are averages.

Source: https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

Google Ads Average Clickthrough Rates by Percentile

25th Percentile

1.91%

50th Percentile

3.23%

75th Percentile

5.58%

90th Percentile*

+9.5%

*The 90th percentile has the highest CTRs and a low pay-per-click rate on their Google Ads.

Source: http://www.wordstream.com/blog/ws/2016/09/20/adwords-ad-data

Average Google Ads Benchmarks for E-commerce

Network

Conversion Rate

Cost Per Action

Search

2.81%

$45.27

Display

0.59%

$65.8

*The cost of driving consumer action can be high so make sure you create a tailored path to conversion.

Source: http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

Average Google Shopping Benchmarks

Google shopping is an online search service that compares the products of all the listed retailers in a visually appealing manner when a user searches for specific phrases and keywords.

Google Shopping Revenue Share by Device

Desktop

48%

Mobile

42%

Tablet

10%

Source: https://discover.getsidecar.com/2018-google-shopping-benchmarks-findings/

Google Shopping Performance by Vertical

Vertical

Average Order Value (AOV)

Click-Through Rate (CTR)

Conversion Rate (CVR)

Return on Ad Spend (ROAS)

Apparel

$88

1.30%

2.28%

4.27

Automotive

$222

1.55%

0.99%

8.34

Comp/Electronics

$197

0.73%

1.72%

10.13

Food/Drugs

$52

1.32%

2.61%

4.77

Health/Beauty

$61

1.03%

10%

3.53

House/Home

$205

1.03%

2.87%

6.79

Jewelry

$200

0.90%

0.75%

2.97

Mass merchant

$58

1.31%

4.65%

4.14

Office supplies

$104

0.87%

3.23%

3.60

Pet care

$21

1.34%

3.81%

1.25

Sporting goods

$112

1.29%

2.71%

6.07

Toys/Hobbies

$79

1.42%

2.81%

10.25

Source: https://discover.getsidecar.com/2018-google-shopping-benchmarks-findings/

Average Google Shopping Benchmarks by Device

Device

Cost Per Click

Conversion Rate

Bounce Rate

Pages Per Session

Desktop

$0.85

1.49%

74%

3.55 pages

Mobile

$0.33

2.36%

63%

2.53 pages

Tablet

$0.6

2.11%

70%

2.98 pages

Source: https://discover.getsidecar.com/2018-google-shopping-benchmarks-findings/

YouTube Advertising Benchmarks (Average)

With over 2 billion users globally, YouTube has become a preferred channel for businesses to advertise on.

Cost Per View (CPV)

$0.026

View Rate

31.9%

Cost Per Mille (CPM)

$3.53

Cost Per Click (CPC)

$0.49

Click-Through Rate (CTR)

0.65%

Facebook Advertising Benchmarks (Average)

Facebook is still one of the biggest platforms for businesses to reach target audiences through. It offers a variety of ad formats, but the competition for consumer attention continues to increase.

Click-Through Rate (CTR)

1.59%

Cost Per Click (CPC)

$0.70

Average Conversion Rate

3.26%

Average Cost Per Action (CPA)

$21.47

Source: http://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks

Email Marketing Benchmarks

Emails have been used by e-commerce businesses for a variety of purposes, including running promotions, sending transactional messages, and keeping customers engaged. But with competition increasing, the benchmarks for email are changing.

Metric

Value

Open Rate

15.68%

Click Rate

2.08%

Unsubscribe Rate

0.27%

Source: https://mailchimp.com/resources/research/email-marketing-benchmarks/

Email Benchmarks for Campaigns by Vertical

Vertical

Open Rate

Click Rate

Conversion Rate

Revenue Per Recipient

Apparel/Accessories.

18.12%

2.12%

0.11%

$0.11

Automotive

20.67%

2.37%

0.10%

$0.17

Electronics

20.53%

1.81%

0.07%

$0.07

Food & Beverages

20.79%

2.06%

0.28%

$0.20

Hardware and Home Improvement

21.62%

2.29%

0.10%

$0.16

Health and Beauty

17.31%

1.43%

0.15%

$0.11

Housewares, Home Furnishings, & Garden

20.11%

1.99%

0.09%

$0.12

Jewelry

17.57%

1.85%

0.08%

$0.08

Mass Merchant

19.70%

1.15%

0.04%

$0.01

Office Supplies

21.21%

2.16%

0.15%

$0.12

Specialty

19.09%

1.93%

0.16%

$0.13

Sporting Goods

20.65%

2.35%

0.09%

$0.11

Toys and Hobbies

20.95%

2.16%

0.13%

$0.09

Source: https://www.klaviyo.com/blog/ecommerce-benchmarks-2020-email-marketing

Email Benchmarks for Automated Campaigns by Vertical

Vertical

Open Rate

Click Rate

Conversion Rate

Revenue Per Recipient

Apparel/Accessories.

39.85%

6.59%

1.84%

$1.64

Automotive

42.51%

7.88%

1.70%

$3.53

Electronics

40.96%

6.62%

1.32%

$1.25

Food & Beverages

42.73%

6.91%

2.13%

$1.32

Hardware and Home Improvement

42.10%

7.14%

1.82%

$3.25

Health and Beauty

37.84%

5.79%

1.50%

$1.00

Housewares, Home Furnishings, & Garden

41.03%

6.80%

1.55%

$1.92

Jewelry

39.52%

6.66%

1.42%

$1.23

Mass Merchant

37.32%

5.44%

0.96%

$0.37

Office Supplies

41.69%

7.32%

1.76%

$1.36

Specialty

39.41%

6.73%

1.60%

$1.15

Sporting Goods

44.27%

7.75%

1.71%

$2.32

Toys and Hobbies

42.48%

7.04%

1.63%

$1.16

Source: https://www.klaviyo.com/blog/ecommerce-benchmarks-2020-email-marketing

Average Revenue Per Email Recipient

Annual Revenue

Revenue Per Recipient

Below $100k

$0.06

$100k – $1M

$0.07

$1M – $10M

$0.11

$10M+

$0.21

Source: https://www.klaviyo.com/marketing-resources/ecommerce-benchmarks

Conclusion

Always remember that e-commerce benchmarks for marketing and advertising campaigns will constantly change. While there’s no set number that you should treat as the absolute best or the worst, current benchmarks can be used to compare and to identify areas for improvement and opportunities in your growth strategy.

The only way to stay ahead in online advertising is to monitor the performance of your campaigns as closely as possible and continuously optimize to minimize shortcomings and maximize returns.

Read Part One of this article

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