This is why the context of industry benchmarks is so critical — you don’t want to be fooled into thinking you’re doing great when really, your performance may only be average, at best. You want to be that shining, sparkling, glorious unicorn advertiser who outperforms the average by would be an above-average performance. In fact, if you’re only getting the average 1.91%, you’re way behind the competition, because the Dating and Personals average CTR for Search is 3.4%!
You’ll have to do way, way better than the Search-wide average to compete in these industries, as well: In these industries, you’ll need average click-through rates of 10% to 15% to achieve true unicorn status, but with a little elbow grease, you can be an advertising unicorn, too.
But let’s look at some PPC restrictions for specific industries that you may not be familiar with.
There are certain instances where industries border what is permitted and what is not in Ad Words, leading to Google setting out clear guidelines that outline exactly what you can and cannot show.
These restrictions may seem like common sense — and for the most part, they are.If you want to be sure that your PPC ads aren’t subject to penalties, you need to follow their guidelines and be aware of these restrictions.All businesses should aim to follow Google’s best practices guidelines when it comes to writing ad copy, but there are some additional restrictions you may not know about.Prescription drugs are only allowed in ad copy in certain countries, including the USA and Canada.