Study Identifies AdWords Benchmarks for B2B Verticals
Which B2B verticals are getting the most bang for their buck on Google AdWords? A new study by Bizible crunched the numbers using AdWords and Salesforce data to determine the answer and provide industry-specific benchmarks for B2B marketers.
At the top of the list, in terms of percentage of leads converting to percentage of revenue, are manufacturing and professional services. Both verticals were found to have a bump in opportunity-to-revenue conversion.
Travel and finance verticals draw the highest percentage of leads (nearly 50 and 44 percent, respectively) from paid search. The travel vertical’s revenue percentage drops off significantly (to around 25 percent), but the finance vertical generates just under 40 percent of its revenue from AdWords leads.
“In every industry, AdWords contributes to at least 20 percent of all leads. PPC is clearly an important, if not the most important, marketing channel for those two industries (travel and finance) in particular,” the authors of the study wrote.
The analysis included data collected from 90 Bizible customers in the first six months of 2015.
Paid search top channel for ROI measurement
When it comes to ROI measurement, paid search was found to be the top digital channel by an Econsultancy and Oracle Marketing Cloud study earlier this year.
ROI is an important element for marketers to show their success, but also one of the biggest challenges. Approximately 24 percent of respondents to a study in February cited proving ROI as their top digital marketing challenge.