The digital marketing landscape is in constant flux, particularly in the digital realm. Keeping pace with emerging trends, while demanding, is a worthwhile endeavor. Staying current with industry developments is crucial for outmaneuvering competitors and uncovering innovative strategies to reach marketing objectives.
With this in mind, we present a compilation of 31 essential advertising statistics for success in 2024. Delve into the latest insights regarding PPC advertising, social media, mobile advertising, email marketing, video advertising, and the exciting prospects awaiting the marketing industry.
P.S. For those seeking further insights, explore these 2024 digital marketing statistics!
PPC Advertising Statistics
1. Google and Facebook maintain their dominance in US digital ad spend, capturing 38.6% and 19.9% respectively.
Seasoned digital marketers won’t be surprised to learn that Google and Facebook command the lion’s share of online advertising expenditures.
However, projections indicate a gradual decline in their shares over the coming years as advertising opportunities on platforms like Amazon and Snapchat gain traction.
2. Businesses realize an average return of $2 in revenue for every $1 invested in Google Ads.
For those contemplating the revenue-generating potential of Google Ads (previously Google AdWords), rest assured that businesses typically double their investment on this platform.
If you’re already running Google Ads campaigns but not witnessing comparable outcomes, it might signal a need for strategic adjustments.
3. Across all industries, the average click-through rate (CTR) in Google Ads stands at 3.17% for the search network and 0.46% for the display network.
Gauging success on any advertising platform can be difficult without tangible benchmarks. Understanding the average CTR achieved by other marketers’ campaigns provides valuable context.
It’s noteworthy that the average conversion rate for Google Ads clicks is 3.75% for search and 0.77% for display.
4. In Google Ads, the average cost per click (CPC) across industries is $2.69 for the search network and $0.63 for the display network.
Another crucial metric to monitor in any PPC campaign is the cost per click (CPC).
Within Google Ads, the average CPC for ads displayed in search results surpasses those on the display network by over $2.
5. Local businesses experience an 80% higher rate of incremental store visits from omnichannel strategies.
Omnichannel advertising strategies, such as showcasing nearby store inventory and strategically increasing bids around business locations, have gained significant traction in recent years.
As evidenced by this statistic, these strategies effectively drive incremental visits—visits that wouldn’t have materialized otherwise.
Social Media Statistics
6. Social media platforms account for 33% of the time of users’ online time.
Effective digital marketing hinges on connecting with your audience where they spend their time online.
Given that today’s internet users dedicate a third of their online time to social media, it’s a channel most businesses can leverage.
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7. 4 in 10 internet users report following their preferred brands on social media.
With 40% of internet users following brands on social media, these platforms present a natural avenue for cultivating customer loyalty.
Furthermore, 1 in 4 internet users follow brands they’re considering purchasing from, implying that even if they haven’t converted yet, the content you share could be the deciding factor.
8. 37% of online shoppers cite social media as a source of “purchase inspiration.”
Over a third of online shoppers turn to social media for purchase inspiration.
This surpasses any other online medium, including retailer websites, price comparison sites, and multi-brand websites.
9. 96% of B2C marketers endorse Facebook as a valuable marketing platform.
Facebook remains the platform of choice for a majority of B2C marketers.
However, among B2B marketers, LinkedIn takes a slight lead, with 93% deeming it the most valuable platform for their business.
10. 53% of marketers planned to increase their Twitter usage in 2022.
While platforms like Facebook might still hold the crown, Twitter was on the radar of many marketers in 2022. This is understandable given the 35% surge in ad engagements in 2020 and the fact that 80% of users had mentioned a business or brand in a tweet.
11. The average session duration on Reddit is 4.83 minutes.
Despite being overlooked by many advertisers, Reddit users spend more time per visit than those on Facebook (4.81 minutes), Instagram (3.05 minutes), Twitter (2.76 minutes), and Snapchat (1.79 minutes).
While successful marketing on this platform requires a nuanced understanding of its user base, it’s certainly achievable, as demonstrated by Findlay Hats, which generated $28,000 in sales from a single post.
Mobile Advertising Statistics
12. 2020 witnessed a staggering 3.6 billion smartphone users globally.
It’s highly probable that your target audience is currently on their smartphones, ripe for engagement through mobile advertising.
13. 69% of digital media time is allocated to mobile devices.
The significance of mobile advertising has grown exponentially in recent years.
Considering internet users now dedicate over two-thirds of their digital media consumption to smartphones and other devices, this trend is unlikely to wane anytime soon.
14. The average click-through rate (CTR) for mobile PPC ads plummets by 45% between positions one and two.
It’s no secret that higher placement on a search results page correlates with a higher average CTR. However, a 45% plunge between the first and second ad positions is substantial.
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This decline is far more pronounced than on desktops and tablets, a critical consideration when optimizing campaigns for mobile.
15. Visibility in mobile search ad results can enhance brand awareness by 46%.
Cultivating brand awareness among your target audience is paramount in the sales funnel, and mobile search ads can be instrumental in achieving this.
In fact, 51% of smartphone users have stumbled upon a new company or product while searching on their smartphones.
16. 82% of smartphone users consult their phones while inside a physical store.
Mobile devices are becoming increasingly intertwined with consumers’ daily lives.
Shoppers utilize them not only to locate stores but also to conduct further research upon arrival.
17. 84% of consumers of individuals aged 18 to 29 are most inclined to utilize a mobile device for online shopping.
The preference for browsing and purchasing on mobile devices over desktops is overwhelmingly favored by younger online shoppers.
While consumers aged 18 to 29 spearhead this trend, they are closely followed by 78% of those in the 30 to 44 age group.
Email Marketing Statistics
18. Traffic originating from email marketing campaigns boasts an average conversion rate of 4.29%.
Despite being one of the oldest digital marketing channels, email still commands an impressive conversion rate.
This surpasses the average conversion rates for traffic from search, direct visits, and social media.
19. In 2021, 99% of consumers checked their email daily.
Globally, there are currently 5.6 billion active email accounts. In an era where achieving 99% certainty is a rarity, these statistics are remarkable.
20. Revenue generated from email campaigns constituted an average of 21% of companies’ overall revenue, a significant leap from 17% in 2016.
Despite the emergence of new channels, revenue from email campaigns continues to represent a substantial portion of digital marketing revenue.
The increase from 2016 to 2017 highlights the channel’s resilience in the face of newer marketing avenues.
21. 65% of marketers of marketers affirm the effectiveness of dynamic content in email marketing.
When evaluating the efficacy of personalization tactics, marketers rated dynamic content as the most beneficial for their businesses.
In the same survey, 60% of marketers attested to the effectiveness of personalized email content driven by real-time data, while 58% felt similarly about content personalized through software and machine learning.
22. Open rates for segmented campaigns are 14.31% higher compared to non-segmented campaigns.
Segmentation is a widely adopted tactic among email marketers, and for good reason.
A study by MailChimp revealed that segmented campaigns yield higher open and click-through rates while experiencing lower unsubscribe and bounce rates.
23. 73% of email marketers are prioritizing mobile optimization for their emails.
Given the importance of catering to mobile users, it’s no surprise that a majority of email marketers prioritize this aspect for campaign improvement.
Video Advertising Statistics
24. Businesses that incorporated video marketing in 2020 and 2021 reportedly attracted 66% more qualified leads annually.
With consumers becoming increasingly accustomed to video content, it’s only natural that video would become their preferred medium for learning about products or services. Video has the power to guide consumers toward becoming well-informed, qualified leads primed for conversion.
25. 64% of consumers admit that watching a Facebook video influenced their purchasing decision.
When video initially entered the marketing landscape, it was primarily viewed as an engagement driver.
While it remains effective for this purpose, video’s potential to boost sales and other high-impact conversions is evident.
26. US companies invested a substantial $13.23 billion on digital video ads in 2017.
Video’s popularity has skyrocketed, with US companies allocating over $13 billion to video ads in 2017—a figure that ballooned to over $22 billion by 2021.
27. Video ad completion rates have steadily risen in recent years, reaching an overall rate of 80% in 2020.
As marketers refine their video marketing expertise, they are crafting more captivating videos that hold viewers’ attention.
28. The average video CTR increased slightly in 2017, climbing from 0.35% in 2016 to 0.45%.
With consumers becoming increasingly comfortable with video content, more are clicking through to learn more.
The most significant jump in video CTR was observed among desktop users, while CTR on tablets saw a slight decline.
Consumer Advertising Preferences
29. 73% of consumers express their aversion to pop-up ads.
If you’re an internet user, you’re likely among the majority who despise pop-up ads.
In fact, 81% of consumers have abandoned a browser or webpage due to these intrusive ads. If they are part of your advertising strategy, tread carefully to avoid disrupting the browsing experience.
30. 72% of consumers desire brands to share discounts and sales promotions on social media.
When asked about their preferences for brand posts on social media, the majority of consumers expressed a desire for discounts and sale announcements.
Unfortunately, only 18% of marketers regularly share such content, highlighting a disconnect between consumer expectations and brand delivery.
Conversely, 58% of marketers prioritize “storytelling” posts, a content format desired by only 37% of consumers.
31. 86% of consumers prefer to receive promotional emails “at least monthly.”
Frequency is a delicate balancing act in email marketing. While the majority of consumers are receptive to promotional emails at least once a month, only 15% welcome daily emails.
The Future of Advertising
32. Amazon’s US ad revenue experienced a remarkable 52.5% surge between 2019 and 2020, reaching a total of $15.73 billion in 2020.
While Google and Facebook are poised to maintain their duopoly in the advertising realm, Amazon is projected to witness significant growth this year, potentially securing its position as the third-largest player.
33. 57% of marketers envision influencer marketing becoming an integral part of all marketing endeavors within three years.
Influencer marketing has consistently gained traction over the past few years, and this upward trajectory is expected to continue.
In a survey, 57% of marketers predicted influencer marketing’s integration into all marketing activities, while 47% anticipated its evolution into a cross-functional discipline extending beyond marketing.
34. Global expenditure on augmented reality (AR) advertising reached nearly $13 billion in 2017.
While virtual reality (VR) captivated marketers’ attention in recent years, the focus has shifted to augmented reality (AR).
Overall spending on AR nearly doubled in 2017, and this upward trend is predicted to persist.
With AR company Blippar reporting that brands have witnessed an astounding 30% higher engagement rates return on their AR advertisements, it’s no wonder many are turning to augmented reality as the next frontier in digital marketing.
Conclusion
The digital advertising landscape is in a constant state of flux, making it challenging to stay ahead of the curve. However, the statistics presented here provide valuable insights into the latest developments across key channels.
Nevertheless, new data emerges constantly, so feel free to share any noteworthy findings in the comments below!
Eager for more? Explore these 11 Legitimately Scary PPC Stats Every Advertiser Should Know!