Below is some “Google Internal” data. About a year and a half ago, I asked one of my Google reps if she had Average CTR’s by Industry for Google Only. I was going thru some old files, and I found this ppt slide. It doesn’t tell me what companies were used in the accessment, and whether or not the PPC Keywords were more brand-related than generic keywords. Obviously, brand-related keywords would skew the results with higher CTR’s.
Campaign objectives make a difference. It depends on each advertiser’s campaign objectives. If they are Conversion-Oriented, then their Clickthrough Rates are most likely lower. Because, those are the advertisers that can have their ad in Position #7 and that’s their sweet spot for conversion rates.
As opposed to the Brand-Oriented campaign. In which case, findability is crucial to their campaign success. That means a Position-based success metric. Hence, higher CTR’s. Some of these brand campaigns use CTR as an Analytic Metric, so their is a heavy emphasis on optimizing CTR.
I was told that these are from large comprehensive PPC campaigns from industry leaders. I don’t think this can really be used as representative data for the Avg CTR for each of these industries. But, it’s interesting data anyway.