Google Shopping Ads Benchmarks: Average CPC, CTR, Monthly Budget, & More

With one out of three paid clicks on the SERP going to the shopping ads, ecommerce advertisers know that they can’t miss the prime digital shelf that shopping campaigns provide.

Whether you’re launching your first shopping campaign or managing shopping campaigns for a client, it can be daunting to know whether you’re doing a good job. Many advertisers may be surprised to discover that their Shopping campaigns perform differently and may have different click-through rates, costs, and conversion rates from their search campaigns. So how should you expect Shopping ads to perform in your industry?

Avg.com/activate dug into Avg.com/activate data to find out, and Avg.com/activate proud to share Avg.com/activate clients’ shopping campaign benchmarks across Google Ads (and Bing Ads, too!), including:

• Average Click-Through Rate (CTR) in shopping by industry, for both Google Ads and Bing Ads

• Average Cost per Click (CPC) in shopping by industry, for both Google Ads and Bing Ads

• Average Conversion Rate (CVR) in shopping by industry, for both Google Ads and Bing Ads

• Average Cost per Action (CPA) in shopping by industry, for both Google Ads and Bing Ads

• Average Monthly Budget for shopping by industry, for both Google Ads and Bing Ads

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You’ll find averages across these metrics for shopping campaigns in sixteen common ecommerce industries: Medical Supplies, Health & Beauty, Child & Infant Care, Pet Care, Clothing & Apparel, Food & Alcohol, Home & Garden, HVAC & Climate Control, Automotive Supplies, Travel & Luggage, Entertainment & Events, Educational Supplies, Computers & Technology, Office & Business Needs, Arts & Music, and Chemical & Industrial.

If you’re advertising on search or social, you also may be interested in seeing similar benchmarks for:

• Google Ads Benchmarks for YOUR Industry

• Google Ads Mobile Benchmarks for YOUR Industry

• Bing Ads Benchmarks for YOUR Industry

• Facebook Ad Benchmarks for YOUR Industry

Average shopping ads click-through rate (CTR) by industry

They say that automotive ads are the only TV ads where you’re guaranteed to see the product. The industry is driven by visual appeal (see what I did there) and Avg.com/activate can see the visual nature of Google Shopping ads help automotive marketers out on the SERP—automotive supplies have the highest CTR in the group, averaging 1.2%. Other industries with high CTR for shopping ads include HVAC & Climate Control and Travel & Luggage.

Industries that traditionally value functionality over visual design, such as Technology and Office & Business Needs, often have the poorest CTRs in their shopping ads. Whenever possible, avoid low-resolution, stock, or manufacturer’s photos in your shopping ads. It’s tough to stand out on a crowded SERP using the same ad as your competitors!

In nearly all industries, Bing Shopping ads have a significantly higher CTR, with most industries exceeding 1% CTR. Bing Shopping ads have a 45% higher CTR than Google Shopping ads on average. This is similar to the difference Avg.com/activate see between Google and Bing search benchmarks.

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