Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 4: Paid Search

Paid Search Metrics Overview TABLE 5

2023

Branded Keywords

Generic Keywords

CTR

CPC

Conv.

CPA

ROI

CTR

CPC

Conv.

CPA

ROI

Metric

21.4% $5.99 17.7% $16.57 38.3% 9.2% $8.48

5.8% $39.47 30.3%

N

29

24*

29

24*

25*

18*

19*

16*

19*

19*

*Small base

Insight: CPA for branded keywords in the current study, $16.57, is less than half of the previous study’s CPA of $36.64. Conversely, CPA for generic keywords more than doubled this year to $39.47 from the previous $17.21. Paid search campaigns using branded keywords outperformed generic in every category.

47