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    Google Ads, Benchmark Reports

    How do your numbers compare? Google Ads Benchmarks in Q3 2018

    In Q3 2018, we analyzed over 2.4 billion impressions and nearly 22 million clicks across Google Ads Search and Google Display Network to calculate median CPC, CPM, and CTR for each advertising channel. Costs across Google Search and Display Network were down, making Q3 a good investment for marketers utilizing the platform’s ad capabilities, though CTR for Search continues its downward trend. Compare your own numbers to our calculations, then download the full report for all the stats on CPM, CPC, and CTR benchmarks for Facebook, Instagram, LinkedIn, Twitter, YouTube, and Bing Ads.  

    Google Ads Search CPC, CPM, & CTA for Q3 2018 at-a-glance
    In Q3 2018, we analyzed over 421 million ad impressions and over 14 million clicks for ads on Google Search.

    Key Takeaways

    • Median CPC was $2.03
    • Median CPM was $68.55
    • Median CTR was 3.29%

    Google Ads Search CPC drops to $2
    Median CPC for ads in Google Search dropped 81 cents from last quarter but is up 18.2% compared to the same time last year.

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    Q3 2018 Google Ads Search ad performance data from 421MM Impressions, 14MM Clicks

    Google Ads Search CPM reaches record low
    According to Adstage data, median CPM dropped $45 in one quarter, charting out at the lowest CPM we have on record. Median CPS for ads on Google Search is down 41% Y/Y.

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    Q3 2018 Google Ads Search ad performance data from 421MM Impressions, 14MM Clicks

    Google Ads Search CTR continues to decline
    Following the trend we’ve seen all year, median CTR for ads on Google Search continues to slide, coming in 0.79% lower than last quarter, and down more than 50% from where it was Q3 of 2017.

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    Q3 2018 Google Ads Search ad performance data from 421MM Impressions, 14MM Clicks

    Google Display Network CPC, CPM, & CTA for Q3 2018 at-a-glance
    In Q3 2018, we analyzed over 2 billion ad impressions and nearly 8 million clicks for ads in Google Display Network.

    • Median CPC was $0.51
    • Median CPM was $1.96
    • Median CTR was 0.37%

    Google Display Network CPC remains down
    AdStage data and calculations found median CPC for ads on Google Display Network dropped 13 cents from last quarter, continuing the downward trend we’ve seen all year, and has continued to stay down compared to the same time last year, where it was up 39.3%.

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    Q3 2018 Google Display Network ad performance data from 2B Impressions, 7.8MM Clicks

    Google Display Network CPM also charting down
    We found that median CPM dropped 29 cents from last quarter, and is cheaper by about a dollar than where it was Q3 2017.

    Key Takeaways

    • CPM decreased by 12.9% since Q2 2018
    • CPM decreased by 35.3% year over year in Q3 2018

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    Q3 2018 Google Display Network ad performance data from 2B Impressions, 7.8MM Clicks

    Google Display Network CTR
    With prices down and CTR up slightly, Q3 on Google Display Network was a valuable investment for marketers. Median CTR increased by 8.6% since the previous quarter and is the same Y/Y. The question is, will we see the same trends in Q4?

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    Q3 2018 Google Display Network ad performance data from 2B Impressions, 7.8MM Clicks

    Google ad trends Q3 2018
    Campaign creation with algorithms and automation. Google continues to make it easier to get campaigns going with new responsive display ads (RDA) powered by machine learning algorithms, which will keep rolling out through Q4. Advertisers upload their assets and leave the rest up to Google algorithms. Google says the new ad types not only save time but also extend reach since the ads can resize to fit most of the platform’s inventory, including banner ads and text ads.

    Simple tools for small businesses. Google is making it easier for small businesses to launch campaigns, too, with “Smart Campaigns,” a technology that creates sample ads using information and images from a business’s website, as well as other mentions of the business across Google.

    Expanded shopping capabilities. In Q3, Google released Shoppable Image ads and video within Showcase Shopping ads. As you’ll remember, Showcase ads are the multi-image ad format Google rolled out last year that captures broad searches for non-brand products. The new ad formats are intended to attract new customers right as marketers go head to head for those holiday dollars.

    New ad management platform. Google Marketing Platform marries Google’s advertising and analytics platforms into one place. This cohesive set of tools makes it easier for marketers to plan, buy, measure, and optimize.

    Download the entire report for all the stats on CPM, CPC, and CTR benchmarks for Facebook, Instagram, LinkedIn, Twitter, YouTube, and Bing Ads.  

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.