Search Marketing KPIs.

Search Advertising is the second largest category of advertising after Display Advertising. In the US, Insider Intelligence expects that Search Advertising spending will reach $97 billion in 2022, compared with $137 billion in Display Ad spending. Search continues to be the customer acquisition channel that delivers the most targeted audiences with specific purchase intent, but its costs per click and costs per acquisition are among the highest in global advertising.

Insider Intelligence KPIs

Why These KPIs Matter

Because Search Advertising occurs in a live, competitive auction market with a robust set of technology vendors and agencies, there is intense pressure on search advertisers to bid ever higher and smarter to ensure that their ads are seen by searchers. It is critical that search advertisers understand the broader context around the performance of their own search campaigns by benchmarking their results with the broader market and within their own product categories.

List of Available Search Marketing KPIs
Metric KPI Source Data slices Cadence Geography
Paid search click growth Merkle Google vs. overall Quarterly US
Paid search click growth Skai No breakouts Quarterly Worldwide
Paid search CPC growth Merkle Google vs. overall Quarterly US
Paid search ad spend growth Merkle Google vs. overall Quarterly US
Paid search ad spend growth Skai No breakouts Quarterly Worldwide
Paid search ad click-through-rate Skai No breakouts Quarterly Worldwide
Paid search ad impression growth Skai No breakouts Quarterly Worldwide
Paid search click-through-rate growth Skai No breakouts Quarterly Worldwide
Search referral share Statcounter By browser Monthly Worldwide, by country/region

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Insider Intelligence Industry KPIs