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Written by Sam Yadegar on Dec 10 , 2020

Facts and figures to help you better understand the current PPC landscape

Here you’ll learn:

  • Recent pay-per-click (PPC) statistics 
  • Important Google PPC stats
  • Key mobile PPC and paid social numbers
  • Things to consider when planning your PPC strategy in 2021

Paid search (or PPC) is often the driving force behind a solid marketing campaign. While the way you approach PPC tactics depends on your company’s goals and budget, marketing pros know that implementing them is integral when it comes to boosting ROI.

But, just like any marketing technique, the paid search landscape is also changing regularly. To stay ahead of the curve, it’s wise for marketing teams to know the latest PPC data so they can adjust efforts accordingly. That’s why we compiled the below paid search statistics — to provide valuable insights into what this digital marketing type looks like today.

ppc management stats

The Google Display Network (GDN) serves display ads to more than 90% of people on the internet and works across 2 million websites. (Image via Unsplash)

General PPC stats

Keeping these stats in mind when designing your 2021 marketing strategy can help you stay competitive and at the top of your game.

  • By 2021, companies around the world are slated to spend 137 billion on paid search advertising.
  • 45% of small businesses invest in PPC advertising.
  • Traffic that comes in through paid search advertising drives 50% more conversions than traffic from organic advertising.
  • Paid search advertising accounts for about 39% of advertising budgets.
  • 60% of companies plan to spend more money on paid advertising on Amazon in the future. 
  • More than two-thirds of consumers are sure that they can recognize paid search ads.
  • People are more likely to click on text PPC ads than on shopping listing ads and video ads.
  • 41% of clicks on Google searches go to the top three sponsored ads.
  • 75% of people believe that paid search ads make it easier to find products they’re looking for when browsing websites or using various search engines. 

Valuable Google PPC stats

While paid search advertising is hardly limited to Google Ads, the search engine giant maintains the majority of the population’s attention — which doesn’t appear to be changing anytime soon.

  • The Google Display Network (GDN) serves display ads to more than 90% of people on the internet and works across 2 million websites.
  • Almost 4 times as many consumers are more inclined to click on a paid search ad on Google than on other search engines like Amazon, YouTube, or Bing. 
  • The lowest average cost per click (CPC) for GDN, $0.44, belongs to the “travel and hospitality” advertising categories, while the highest, $1.49, belongs to “dating and personal.”
  • 98% of advertisers consider Google the most trustworthy digital ad channel.
  • In the United States, Google generates 62% of all core search queries. 
  • Google Ads and Facebook PPC ads are the key players in the digital advertising market, with 38.2% and 21.8% of the market share, respectively.
  • In a Marin Software survey, 84% of respondents who use paid search already use or plan to implement Google’s responsive search ads. 
  • In 2021, Google’s ad search revenue share in the U.S. is estimated to be 70% of total ad spending.
  • 63% of people have clicked on a Google Ad at least once.
  • Google Ads can potentially deliver $8 for every $1 spent, generating an 800% ROI.
  • The average conversion rate for GDN ads is .46%.
  • 49% of consumers say that they often turn to Google to find a new product.
PPC management data

27% of internet users say that they find new products and services through social media ads. (Image via Unsplash)

Predominant mobile PPC stats

Increasingly, internet users across the globe are turning to their mobile devices for everything from searching and scrolling to making purchases. With this in mind, adjusting your PPC strategy to meet their demands can help you reach a significant segment of your target audience.

  • 52% of internet traffic worldwide comes from mobile devices.
  • 68% of our m-commerce survey respondents have purchased something they discovered through a mobile ad on their smartphone.
  • 53% of clicks on PPC ads are made from mobile devices.
  • Google attracts 96% of all mobile engine traffic in the U.S.
  • Prices for mobile search ads in 2019 were lower than they were for desktop ads.
  • More than 70% of search ad clicks and impressions occur on mobile devices.
  • 60% of consumers click a mobile ad at least once a week. 
  • Since the COVID-19 outbreak, 45% of consumers say they shopped more via their mobile phones than in the past. 
  • In 2019, 94% of Facebook advertising revenue was generated by mobile users.

Want to learn more about PPC advertising in 2021 and beyond? We’re here to help.

Important social media PPC stats

From paid ads to brand awareness, the key social media platforms — think Facebook, Instagram, Pinterest, and LinkedIn — are often important pillars of your marketing strategy’s overall success. These stats can help you understand how to look at social media when crafting your plans for 2021.

  • 32% of survey respondents say that video ads are a highly effective social ad format, followed by image ads (26%).
  • Many marketers allocate around 18% of their advertising budget on paid social.
  • 27% of internet users say that they find new products and services through social media ads.
  • An average Facebook user clicks approximately 12 ads in 30 days.
  • By the end of 2020, ad spending on social media advertising is expected to reach nearly $99 million.
  • In 2021, annual Instagram ad revenue is expected to reach $18.16 billion.

The takeaway

While you shouldn’t hinge your entire marketing strategy on a handful of statistics, we can find plenty of helpful insights through analyzing the latest PPC management data. This info demonstrates the growing importance of paid ads across various channels. It also shows that more companies plan to increase their PPC budgets in 2021.

Amid the pandemic, more and more people are using their smartphones for searching and shopping. Because of this, mobile optimization remains another important part of effective paid search marketing campaigns. 

As far as platforms, Google Ads and Facebook remain key players in the digital advertising market. Knowing the latest reports, trends, and numbers surrounding PPC can help you be better armed to optimize your program and gain a competitive edge.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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