AdWords CTR's - industry specific

AdWords CTR's -

[jake_m]

Does anyone have an idea of "industry standard" CTR's on AdWords for specific industries and verticals? Are there varying rates on industries or is this all over the board?

I'm specifically looking at the travel industry.

Or, do industry specific rate averages only apply to conversions.

I realize that there are tons of mitigating factors in these questions, but just wondering of some resources and other experiences.

Thanks!

[poster_boy]

Unfortunately, no. I've had exposure to numerous companies within the same verticals, and to say the metrics are different is a gross understatement. If you hear an industry standard CTR (or, conversion for that matter) - I wouldn't believe it.

[QualityNonsense]

Agreed. I've seen CTRs vary by several orders of magnitude in the same vertical. Take any supposed benchmark figures as suspect.

[ryancole]

I wouldn't say there are industry-standard metrics that are homogenous across the board, but there are definitely some industries that are more likely to have, for example, higher or lower CTRs in general.

So, for example, people searching for "moving companies" might be less likely to click on sponsored ads in general, whereas people who searched for "high-tech gadgets" might be looking almost exclusively at sponsored ads.