Strong Beats Auto Industry Click-Through Rates by Nearly Triple

August 22, 2018 / Paid Search / 0 Comments /
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It’s great to be up-to-par on industry averages, but there’s nothing like blowing those numbers out of the water.

In a recently-released report by advertising software provider WordStream, the average mobile click-through rate (CTR) for paid search ads in the automotive industry was defined as 3.76 percent. By contrast, Strong Automotive Merchandising’s average CTR for automotive clients with the same parameters is 9.95 percent.

Strong consistently generates results that nearly triple its industry average. Better yet, even the highest-performing industry – travel and hospitality at 5.36 percent – is just over half of Strong’s rate. The average CTR across all industries is 4.10 percent.

We are able to achieve these above-average results through a combination of skillful keyword selection, geographic targeting, careful bid management, enticing ad copy and years of experience running search ads for automotive clients.

Proof in the Numbers

Strong’s data came directly from Google Ads for all clients running Google paid search ads. It was then filtered for mobile-only traffic, and CTRs were isolated.

It is important to note that these figures are for mobile traffic only. Given that 52.5 percent of all website traffic now comes from mobile devices, it makes sense to focus on this number as the primary medium for measurement.

WordStream gathered this data from 20,297 of its US-based client accounts who advertised on Google Search and Display networks. The company states that each industry includes at minimum 25 unique active clients. While this study may not be an exhaustive report on the entire industry, the sample size is largely indicative of general trends within the field of automotive advertising.

It is interesting to note that WordStream’s data revealed a decline in CTR once desktop data was added in. This is good news for advertisers, showing that CTRs are actually superior on a once-harder-to-target area of online surfing. Mobile use will only continue to grow, and the numbers show that its users’ receptiveness to advertising is growing in tandem.

Related readingGet More Google Traffic with Three Key Tactics

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as an account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40.” In 2018, Strong was named CEO of the Year by the BBJ. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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