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WSW Ep 6

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Hey guys, Gordon here bringing you another episode of WordStream Weekly If you read our blog, you’re probably familiar with our Benchmarks series. We dig into our client data to measure metrics like click-through rate, cost-per-click, and conversion rate by industry. First there was the seminal Google Ads Benchmarks; then there was mobile-specific Google Ads Benchmarks; and now, because you asked for it, we're bringing you Mobile Benchmarks by Ad Type. So let’s dig through some of this data! Our data set sampled mobile ads from over 20,000 of our US-based client accounts. But instead of segmenting by industry, we looked at ad types Search Ads, Display Ads, Shopping Ads, Video Ads, and Mobile App Install Ads. We were curious--what was the average cost-per click, click-through rate, conversion rate, and cost-per action for these mobile ad types? Here’s a quick look at what we found. At almost 4%, expanded text ads had the highest click-through rates among the search ad types we measured. Generally speaking, ads that take up more space and provide more information lead to more clicks, so this was not a complete surprise. Expanded text ads also had a substantially higher conversion rate compared to standard text ads, at 3.6% compared to just 2.3%. When we wrote about best practices for Responsive Display Ads in July, we shared some data that indicated they were getting more impressions, a higher click-through rate, and a lower cost per click than standard display ads. As it turns out, that data holds true for mobile. Our clients saw better performance across the board when using Responsive Display Ads compared to standard display ads, most notably in click-through rate, which stood at .7% compared to just .35%. There’s plenty more data to sift through here, but instead of listening to me prattle on about it, head to the link in this post, where you’ll get the full scoop on our Mobile Benchmarks by Ad Type. We get into shopping ads, video ads, app install ads, and more. So go check it out, and thanks for stopping by for another episode of WordStream Weekly!

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Duration: 2 minutes
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Language: English
License: Dotsub - Standard License
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Posted by: mwyman on Sep 25, 2018

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