WordStream’s 2022 report on search marketing effectiveness is very telling, and the picture isn’t a pretty one.
A large sample (18,000+ advertisers) are seeing significant declines in conversion rate and increases in lead costs. This is consistent across most advertising categories in the sample.
The report suggests improving ad construction and landing page optimization. Another factor at play not mentioned in the report is the decreased availability of first-part data in the face of enhanced consumer privacy initiatives.
If you’re looking to improve your conversion rate, start by thinking holistically about whether your ads and offers have strong intent match with your keywords and audience. Are you providing an irresistible answer to their question or a clear solution to their problem? If you’re confident that your offer or product is the right one, focus on landing page optimization. Are you making it easy for visitors to take the next step?
Dive into the Data:
2022 Google Ads Benchmarks for Every Industry