U.S. Google AdWords CTR 2018, by industry

The highest clickthrough rate on Google Display Network - 1.08 percent - belongs to real estate advertising. For Google Search Network, dating and personals ads have the highest CTR, reaching 6.05 percent. The difference between Google’s Display Network (GDN) and Search Network is that the former offers placement of display ads on numerous websites, while the latter is dedicated to text advertising appearing alongside search engine results.

What about mobile search advertising?

With the internet becoming more accessible via mobile devices, search advertising is adapting to this format as well, but mobile CTRs in Google AdWords are a bit different. The highest mobile rates on Search Network are attributed to travel and hospitality ads and hair salon advertising has the highest CTR on the Display Network.

How popular is Google among users and advertisers?

In certain countries, Google is widely used, as proven by the high share of desktop search traffic originating from the search engine. In Brazil, India, Spain, Australia, Germany, France and Italy Google commands over 90 percent of the search traffic. When it comes to advertising, Google is definitely the leader when compared to other major players in the market. In fact, its advertising revenue was roughly eight times higher than that of its closest competitor, Baidu.

Average clickthrough rate (CTR) in Google AdWords in selected industries in the United States between August 2017 and January 2018, by industry

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Release date

February 2018


United States

Survey time period

August 2017 to January 2018

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Statistics on "Online advertising metrics"

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