Travel and Tourism sector had the lowest global average Google Ads cost per click in 4Q2018

Travel and Tourism sector had the lowest global average Google Ads cost per click in 4Q2018
By
01 March 2019



San Francisco-based Marin Software (NASDAQ MRIN) this week released its Digital Advertising Benchmark Report for Q4 2018.

Highlights for the Travel and Tourism sector:

  • Click volume index 98.0 vs.4Q2017=100
  • Spend index 98.4 vs.4Q2017=100
  • Clickthrough rate 6.80% up from 4.76% in 4Q2017
  • Cost per click $0.45 flat with 4Q2017
  • Mobile share of spend: 44% up from 38% in 4Q2017

Comment:

So: in 4Q2018 vs. 4Q2017 click volume and spend were down slightly, but cost per click remained the same, and average clickthrough rate and mobile share of spend increased significantly.

One possible explanation of these numbers is: Google's increased use of artificial intelligence and machine learning in 2018 delivered more relevant ads to search queries, thus reducing the volume of wasted clicks to irrelevant landing pages, resulting in lower spend by advertisers. And this occurred without increase in average cost per click.

Also a larger share of users viewed and clicked on ads using mobile devices, making ad quality and viewability on mobile of critical importance for advertisers.


If you found this article helpful and would like to see more like it, please share it via the Share This Article link, below.

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs    - David
David@DavidHBoggs.com
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Subscribe to my blog

External Article: https://www.marinsoftware.com/resources/benchmark-reports/reports/q4-2018


Website
Visit Website
Rating
4/5 based on 1 vote.
Show Individual Votes
Tags , , , , , ,
Related Listings

Sorry, you don't have permission to post comments. Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread: