Effective Conversion Rates in Advertising
Posted: Tue Jan 28, 2025 7:00 am
The goal of any PR campaign is to attract potential clients. If statistics begin to show a low conversion rate, people often convince themselves that advertising has no effect and try to change the situation somehow. But often the problem is not this at all. The nuance is that CR is directly dependent on the advertising product itself and the higher its price, the lower the conversion rate.
It makes sense to break down conversion rates by industry to determine if these values are fair for everyone.
Let's look at the analytics data for 4 main pharmacy database industries :
Distribution point
All accounts
E-commerce
Legal services
B2B
Finance
Average conversion rate
2.35%
1.84%
2.07%
2.23%
5.01%
Top 25% Conversion Rate
5.31%
3.71%
4.12%
4.31%
11.19%
Top 10% Conversion Rate
11.45%
6.25%
6.46%
11.70%
24.48%
There are quite a few uncertainties here. E-commerce conversion rates are significantly lower than the rest, especially when compared to the financial industry. But look at the top 10% of conversion rates. They are many times higher than the median for each industry.
The other side of the coin is that when working in high-performing areas, say, finance, 5% is not a shocking CR. Unfortunately, if you compare yourself to the median across all areas and think that things are going well, you are wrong.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153398
Even if your industry has lower median conversion rates, the best PR firms will still be an order of magnitude ahead of you. But banner ad network CR is a different matter, as this figure will most often be lower in the industry.
6 Tips for High-Converting Online Advertising
Finding conversion
As a rule, this goal is achieved by testing the ad and collecting statistical data. At the same time, there may be several tens of thousands of keywords and it is not always possible to immediately calculate the ones you need. In such a situation, it makes sense to take a closer look at advertising automation services.
For example, the task is to sell premium domain names in the ART zone. There are more than 80,000 such names, their cost is from $400 to $1,000, and their aesthetics from the point of view of clients are very different. How to decide which of them makes sense to present first, given that the cost of a click in contextual advertising is not cheap: from $1.5 to $6?
Finding conversion keys
To solve this kind of problem, you can use an advertising automation system that allows you to manage rates in context and social networks. For example, it is worth assigning the lowest rate of 5 cents to all keys and, if there were no ad impressions, it is recommended to systematically raise it to a certain level.
If the phrase gives more than thirty clicks per week, but there is still no conversion, then it is disabled. Thus, for the lowest cost, you can select the desired conversion keys.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Thus, the automation service acts as a sieve that filters out non-working keys and leaves only useful phrases. In the above case, having invested a little more than $300, it was possible to increase the volume of orders by $127,000.
Keeping Ads in Good Positions
In most cases, the entrepreneur already knows the effective keys. At the same time, the task arises of keeping the ads on them in those positions in which they will attract traffic, and subsequently conversion.
A striking example is the Artics Internet Solution agency, which managed to increase conversion in geo-companies for a developer by 15%. To this end, the company set up bid management for certain key phrases. When a competitor raised the bid, the system did the same, thereby keeping the ad in a favorable position. The same thing happened when it was lowered, but this time to save money.
Careful audience
The basic law of an effective advertising campaign is to show ads to those people who will benefit from the product being sold. This is why a portrait of the target audience is created, and its needs are scrupulously studied.
It makes sense to break down conversion rates by industry to determine if these values are fair for everyone.
Let's look at the analytics data for 4 main pharmacy database industries :
Distribution point
All accounts
E-commerce
Legal services
B2B
Finance
Average conversion rate
2.35%
1.84%
2.07%
2.23%
5.01%
Top 25% Conversion Rate
5.31%
3.71%
4.12%
4.31%
11.19%
Top 10% Conversion Rate
11.45%
6.25%
6.46%
11.70%
24.48%
There are quite a few uncertainties here. E-commerce conversion rates are significantly lower than the rest, especially when compared to the financial industry. But look at the top 10% of conversion rates. They are many times higher than the median for each industry.
The other side of the coin is that when working in high-performing areas, say, finance, 5% is not a shocking CR. Unfortunately, if you compare yourself to the median across all areas and think that things are going well, you are wrong.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153398
Even if your industry has lower median conversion rates, the best PR firms will still be an order of magnitude ahead of you. But banner ad network CR is a different matter, as this figure will most often be lower in the industry.
6 Tips for High-Converting Online Advertising
Finding conversion
As a rule, this goal is achieved by testing the ad and collecting statistical data. At the same time, there may be several tens of thousands of keywords and it is not always possible to immediately calculate the ones you need. In such a situation, it makes sense to take a closer look at advertising automation services.
For example, the task is to sell premium domain names in the ART zone. There are more than 80,000 such names, their cost is from $400 to $1,000, and their aesthetics from the point of view of clients are very different. How to decide which of them makes sense to present first, given that the cost of a click in contextual advertising is not cheap: from $1.5 to $6?
Finding conversion keys
To solve this kind of problem, you can use an advertising automation system that allows you to manage rates in context and social networks. For example, it is worth assigning the lowest rate of 5 cents to all keys and, if there were no ad impressions, it is recommended to systematically raise it to a certain level.
If the phrase gives more than thirty clicks per week, but there is still no conversion, then it is disabled. Thus, for the lowest cost, you can select the desired conversion keys.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Thus, the automation service acts as a sieve that filters out non-working keys and leaves only useful phrases. In the above case, having invested a little more than $300, it was possible to increase the volume of orders by $127,000.
Keeping Ads in Good Positions
In most cases, the entrepreneur already knows the effective keys. At the same time, the task arises of keeping the ads on them in those positions in which they will attract traffic, and subsequently conversion.
A striking example is the Artics Internet Solution agency, which managed to increase conversion in geo-companies for a developer by 15%. To this end, the company set up bid management for certain key phrases. When a competitor raised the bid, the system did the same, thereby keeping the ad in a favorable position. The same thing happened when it was lowered, but this time to save money.
Careful audience
The basic law of an effective advertising campaign is to show ads to those people who will benefit from the product being sold. This is why a portrait of the target audience is created, and its needs are scrupulously studied.