Often, upon embarking on an ad campaign for a client, two questions come up: What click-through rate should we expect? How many of those who click will convert?
As an agency, we have various sources to help provide an industry benchmark. Most often, we turn to MediaMind, our preferred ad server, who helpfully compiles industry statistics. (You can get it here, but you’ll have to register. I wonder what their conversion rate is?)
Of course, an overall B-to-B benchmark CTR of 0.11% isn’t all that helpful to an advertiser looking to reach general contractors in construction, or to an HR services provider looking to reach mid-sized company benefits managers.