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Augustine Fou- 1 -Click Through Rates (CTRs)of Digital Ads with sub-typesSearch Display SocialAds are based onkeyword type...
Augustine Fou- 2 -Search Ads
Augustine Fou- 3 -Global Search Ad ImpressionsQ1 2013Source: Kenshoo, April 23, 2013Search Ad Impressions declined 26% YoY
Augustine Fou- 4 -Q1 2012 1.04%Q2 2012 1.12%Q3 2012 1.31%Q4 2012 1.63%Q1 2013 1.68%Global Search Ad CTRs Q1 2013Source: Ke...
Augustine Fou- 5 -Q1 2012 $0.41Q2 2012 $0.44Q3 2012 $0.46Q4 2012 $0.45Q1 2013 $0.39Global Search Ad CPCs Q1 2013Source: Ke...
Augustine Fou- 6 -Display Ads
Augustine Fou- 7 -Display Ads, Mobile, In-streamSource: DG MediaMind, March, 20130.10% Standard banner, display ad0.15% ri...
Augustine Fou- 8 -Social Ads
Augustine Fou- 9 -Twitter vs Facebook CTRsThis chart is indexed to theaverages for both companies.In the raw numbers, Twit...
Augustine Fou- 10 -Germany 0.041% CTRUS 0.040% CTR 4 in 10,000 impressionsFrance 0.037%UK 0.032%Canada 0.032% 3 in 10,000 ...
Augustine Fou- 11 -Related SlidesharesCPM and CPC Pricing TrendsBy: Augustine Fou, October 19, 2012Display Search Social C...
Augustine Fou- 12 -Dr. Augustine Fou – Agency Czar“I advise clients on optimizing theirmarketing mix – from traditional to...
Augustine Fou- 13 -APPENDIX
Augustine Fou- 14 -Global Paid Search CTR Q1 2013Source: Kenshoo, April 23, 2013
Augustine Fou- 15 -Mobile Paid Search Clicksvs SpendSource: Kenshoo, April 23, 2013
Augustine Fou- 16 -Device CPC ComparisonSource: Kenshoo, April 23, 2013
Augustine Fou- 17 -Device Clicks vs Ad SpendSource: Kenshoo, April 23, 2013
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CTR Benchmarks for Digital Ads by Augustine Fou

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Comparison of CTR across digital ad types; benchmarking; CTR comparisons. Ballparking CTRs of various digital tactics. Estimating CTRs of various digital ad types; comparing CTRs of digital ads, comparing click through rates of digital ads

Publicado en: Empresariales, Tecnología
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CTR Benchmarks for Digital Ads by Augustine Fou

  1. 1. Augustine Fou- 1 -Click Through Rates (CTRs)of Digital Ads with sub-typesSearch Display SocialAds are based onkeyword typed byuser, served at themoment they arelooking for info.Display ads areserved next tocontent that theuser is interestedin.Display ads withmassive numberof impressions;“Junk” qualityand super-lowprices and CTRs1-10% 0.01-0.1% 0.001-0.01%CTROrganic Paid10-90%Portals Network0.1-1%
  2. 2. Augustine Fou- 2 -Search Ads
  3. 3. Augustine Fou- 3 -Global Search Ad ImpressionsQ1 2013Source: Kenshoo, April 23, 2013Search Ad Impressions declined 26% YoY
  4. 4. Augustine Fou- 4 -Q1 2012 1.04%Q2 2012 1.12%Q3 2012 1.31%Q4 2012 1.63%Q1 2013 1.68%Global Search Ad CTRs Q1 2013Source: Kenshoo, April 23, 2013Search Ad CTR increased 62% YoYDerived: net increase in number of search clicks 36% YoY
  5. 5. Augustine Fou- 5 -Q1 2012 $0.41Q2 2012 $0.44Q3 2012 $0.46Q4 2012 $0.45Q1 2013 $0.39Global Search Ad CPCs Q1 2013Source: Kenshoo, April 23, 2013
  6. 6. Augustine Fou- 6 -Display Ads
  7. 7. Augustine Fou- 7 -Display Ads, Mobile, In-streamSource: DG MediaMind, March, 20130.10% Standard banner, display ad0.15% rich media ad0.16% expandable banners0.87% mobile banner0.85% in-stream video ad1.03% in-stream ad1.92% interactive in-stream video
  8. 8. Augustine Fou- 8 -Social Ads
  9. 9. Augustine Fou- 9 -Twitter vs Facebook CTRsThis chart is indexed to theaverages for both companies.In the raw numbers, Twittersclick through rates are a lothigher across the board thanFacebooks. By indexing thenumbers to an average, wecan see that users on Twitterrespond more to news-oriented ads and users onFacebook respond more toleisure-oriented activities.Source: Business Insider, April 2012
  10. 10. Augustine Fou- 10 -Germany 0.041% CTRUS 0.040% CTR 4 in 10,000 impressionsFrance 0.037%UK 0.032%Canada 0.032% 3 in 10,000 impressionsFacebook CTRs Q2 2012
  11. 11. Augustine Fou- 11 -Related SlidesharesCPM and CPC Pricing TrendsBy: Augustine Fou, October 19, 2012Display Search Social CTR BenchmarksBy: Augustine Fou, March 11, 2013Augustine Fou- 11 -
  12. 12. Augustine Fou- 12 -Dr. Augustine Fou – Agency Czar“I advise clients on optimizing theirmarketing mix – from traditional todigital, and within digital fromdisplay to search to performance.”FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)MCKINSEY CONSULTANTCLIENT SIDE / AGENCY SIDE EXPERIENCEPROFESSOR AND COLUMNISTENTREPRENEUR / SMALL BUSINESS OWNERPHD MATERIALS SCIENCE (MIT 95) AT AGE 23ClickZ Articles: http://bit.ly/augustine-fou-clickzSlideshares: http://bit.ly/augustine-fou-slidesharesLinkedIn: http://linkd.in/augustinefou
  13. 13. Augustine Fou- 13 -APPENDIX
  14. 14. Augustine Fou- 14 -Global Paid Search CTR Q1 2013Source: Kenshoo, April 23, 2013
  15. 15. Augustine Fou- 15 -Mobile Paid Search Clicksvs SpendSource: Kenshoo, April 23, 2013
  16. 16. Augustine Fou- 16 -Device CPC ComparisonSource: Kenshoo, April 23, 2013
  17. 17. Augustine Fou- 17 -Device Clicks vs Ad SpendSource: Kenshoo, April 23, 2013

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