| Vendor | CTR | ClickRate | CPC | AverageConversionRate | CostPerAction |
|---|---|---|---|---|---|
| Ad Words Search | 2.2000 | NA | 1.74 | NA | NA |
| Ad Words Display | 0.2200 | NA | 0.46 | NA | NA |
| Double Click Low Viewability | NA | 0.07 | NA | NA | NA |
| Double Click High Viewability | NA | 0.14 | NA | NA | NA |
| 0.7300 | NA | 1.06 | 0.1358 | 7.85 | |
| YouTube | 0.0056 | NA | NA | NA | NA |
November 6, 2017
1 Benchmarks
2 Sources for Benchmarks
Education Vertical
- Facebook
- Last updated: Sep 28, 2017
- AdWords
- Last updated: Oct 11, 2017
- DoubleClick
- Current data from the DC Insights
- Tables in Tableau
3 DoubleClick
The benchmarks are demarcated by the horizontal black lines.
- Click Rate = 0.7 when all impressions are considered. - Click Rate = 0.14 when only the viewable impressions are used.
Note: I have left the Bangor Daily News out of this plot because its clickrate is well above the benchmark and it overshadows the other sites.
4 DC Sites
5 DC Ad Type
6 Ad type by Sites
2017 Video Benchmark: 0.7% Must request the pdf
7 Facebook CTR
Here is the CTR by Audience over time. The benchmark CTR is demarcated with a black line. The HS audience is the strongest.
8 Facebook CPC
9 Facebook CPA
Cost per Action: This is calculated by the amount spent/number of actions. This seems way off. We pay well below the benchmark. Or there are not many clicks.
10 SEM/Adwords
Summary for the week of 10-24-17
11 SEM/Adwords
Search
Our CTR overall performance is just above baseline
12 SEM/Adwords
13 SEM/Adwords
For Search, our CPC
14 SEM/Adwords
For Search, our CPC by Campaign
15 SEM/Adwords
16 SEM/Adwords
Display CTR
This seems way off to me, but I'll look
17 SEM/Adwords
Display CPC
18 SEM/Adwords
Search Network with Display Effect
19 SEM/Adwords
Display
Gmail
Video <- Adwords %>% filter(CampaignType == "Video")