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25 Search Engine Marketing Statistics for 2018

25 Search Engine Marketing Statistics for 2018

How is search engine marketing going to change in 2018? What are the latest trends that you need your agency to be on top of? In this week’s blog post, we examine some of the top stats that provide enlightenment.

  1. 60% of Google users are unable to identify the fact that they are looking at a paid ad, rather than an organic listing (Source: Smart Insights, 2017)
  2. The average Click Through Rate (CTR) witnessed on Facebook, across all industries and sectors, is 0.9% (Wordstream, 2017)
  3. Taking paid ads across all platforms, the average CTR is 2% (Clever Clicks, 2017)
  4. Again, looking at paid ads across all platform, the average CTR for ads shown in first position on the page is 8% (Clever Clicks, 2017)
  5. 75% of consumers who find useful, local information online are more likely to visit the physical stores associated with that information (Google, 2017)
  6. According to Google, businesses receive an average of $2 of revenue for every $1 spent on paid advertising on the Google AdWords platform
  7. The number of desktop and mobile devices that block ads rose to 615 million devices by the end of 2016 (PageFair, 2017)
  8. Google display campaigns are currently reaching 80% of global internet users (Google Insights)
  9. By 2015, more Google searches were already taking place on mobile devices than on desktops in 10 countries, including both the United States and Japan (Google, 2015)
  10. 30% of searches conducted on mobile devices are location-specific (Google, 2016)
  11. Just 22% of businesses report that they are happy with the conversion rates produced on their websites (Econsultancy, 2016)
  12. Out of the average $92 spent acquiring a customer, only $1 is spent on converting them (Econsultancy, 2016)
  13. 81% of shoppers report conducting online research prior to making a large purchase (Retailing Today, 2014)
  14. 48% of consumers report that they start mobile research with a search engine (Smart Insights, 2016)
  15. 50% of search queries consist of 4 words or more (Wordstream, 2016)
  16. 71% of B2B researchers say that they commence their research with a generic search (Google, 2015)
  17. 72% of marketers report that content creation is currently their most effective SEO tactic (Ascend2, 2015)
  18. According to 53% of businesses, blogging represents their number one inbound marketing priority (HubSpot, 2017)
  19. 85% of mobile advertisers believe that they are providing a positive visitor experience (Unlockd, 2017)
  20. Only 47% of mobile users, however, are in agreement with advertisers (Unlockd, 2017)
  21. 60% of consumers have started to use voice-activated search within the past 12 months (MindMeld, 2017)
  22. The average Return On Investment (ROI) on Conversion Rate Optimization (CRO) tools is 223% (Venture Beat, 2017)
  23. The average conversion rate on websites using video is 4.8%, which compares to 2.9% for those sites not making use of video (Adelie Studios, 2017)
  24. Content marketing costs 62% less than traditional marketing, but generates 3 times as many leads (Demand Metric)
  25. 94% of B2B marketers make use of LinkedIn as part of their social media marketing strategy


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Keith Barrett
With more than 15 years of digital marketing experience, Keith Barrett is a fully Certified Google AdWords Partner. Offering insights into the world of PPC marketing in the UK, Keith is a Senior Consultant here at Search South. If you'd like to hear more of Keith's thoughts, then you can subscribe to our newsletter.