According to Hubspot, the top two optimization tactics to improve ad performance are via ad placements and audience targeting. One way to best implement and monitor these tactics is through pay-per-click advertising!
Pay-per-click (PPC) advertising is an advertising method where you pay the advertiser for every click your ad receives. While several sites offer PPC ad spaces, the most common PPC ads are found on the major search engines such as Google and Bing and via social media sites such as Facebook. Having PPC advertising on popular platforms is a huge advantage since your ads can easily reach your target market!
As we've done for content marketing this year, we'll take you through the big picture of PPC marketing, so you can determine how to best approach PPC marketing for your business! Here, we'll especially emphasize the stats that communicate how PPC fares during the age of coronavirus.
Search engine use in the age of COVID-19
First, we'll go through the recent landscape of search engines. This will help you better understand how PPC advertising on search engines can offer lucrative opportunities for your business!
From September 2019 to August 2020, Google remained as the main search engine for both desktop/laptop users and mobile users. (Netmarketshare, Sparktoro)
70% of searches on desktop/laptop are done via Google, while 13% are done via Bing and 12% via Baidu. The remaining 5% is via other search engines such as Yahoo and Duckduckgo.
93% of internet searches done on mobile devices are done via Google.
Half of Google searches result in no click-throughs. (Sparktoro) This means that advertisers need to find ways to get value from zero-click searches or to seek out keywords whose results have higher CTR opportunity!
The percentage of Google searches that result in organic click-throughs decreased over time while paid click-throughs increased. This is true for both desktop searches and mobile searches. (Sparktoro)
In June 2019, only 26.7% of Google mobile searches result in organic click-throughs, down from 29.11% in June 2018, while paid click-throughs increased to 11.38% in June 2019, up from 9.04% in Jun 2018.
In June 2019, only 59.45% of Google desktop searches result in organic click-throughs, down from 60.85% in June 2018, while paid click-throughs increased to 6.85% in June 2019, up from 6.14% in Jun 2018.
81% of internet users search online for a product or service. (Datareportal)
Similarly, we'll explore what social media usage looks like in 2020. Again, this will help you better understand how to leverage PPC advertising on social media sites to improve exposure for your business!
All of the key social platforms saw their active user base grow over the first three months of 2020. (Datareportal)
Facebook, Youtube, and WhatsApp are the top three social media sites with the greatest number of users.
People now spend more time using social media sites. (Datareportal)
Almost half of internet users (47 percent) in surveyed countries say they’ve been spending longer using social media, while roughly half of these users (23 percent) say they’ve been spending “significantly” more time using social media compared to their pre-lockdown behaviors.
All age groups from 16 to 64-year-olds saw an increase in social media use.
All age groups spend at least an hour on social media sites per day; people aged 16 to 24 spend almost three hours per day on average!
More than 40% of digital consumers use social networks to research new brands or products, surpassing search engine use. Half of the internet users from 16-to-24 years old prefer social networks to research the brands before they make any purchase. (Hootsuite, Smallbizgenius)
Most users have accounts on more than one social media site. (Hootsuite)
80% of users follow at least one business on Instagram, while more than 200 million people visit at least one business profile every day. (Smallbizgenius)
PPC advertising stats in the age of COVID-19
Most users can easily spot paid search results, and a portion of them actively block ads in their browsers. (Clutch, Datareportal)
More than three-fourths of people (77%) are confident they can recognize paid search advertisements.