What are the average CTRs for display advertising in the B2B sector?
What are the average CTRs for display advertising in the B2B sector?
Category: General
What exactly is CTR?
The click-through rate (CTR) is a performance metric that measures the ratio of clicks to impressions of an ad. It is often used to assess the effectiveness of paid online advertising, as it shows how appealing and relevant an ad is to the target audience.
CTR by platform
CTR varies depending on the platform and is a decisive factor for the success of display ads. Different platforms offer different reach, user behavior, and advertising options. The following table shows the average CTR values for common advertising platforms in the B2B sector.
| Platform | Average CTR |
|---|---|
| 2,4% | |
| 0,78% | |
| 0,67% |
LinkedIn and Facebook differ significantly in terms of their target audience, which also has an impact on CTR in the B2B sector. LinkedIn is a professional network that specifically targets experts and decision-makers, resulting in a relevant but generally lower CTR. Facebook, on the other hand, reaches a broader audience, resulting in a higher CTR, but the target audience is often less specific and business-oriented.
CTR by campaign type
According to current analyses for 2024, there are significant differences between the individual campaign types: standard display campaigns, ABM campaigns (account-based marketing), and trade fair campaigns.
| Campaign type | Average CTR |
|---|---|
| Standard Display Kampagnen | 0,28% |
| ABM Kampagnen | 0,33% |
Campaigns that target specific audiences, such as account-based marketing (ABM), tend to achieve higher CTRs because they deliver more relevant ads to a smaller, well-defined audience.
Other factors influencing CTR
The number of clicks on B2B display campaigns is also influenced by other factors, including:
- Target group and segmentation: Precisely defining the target group is crucial for reaching the right people.
- Ad content and design: Visual content plays a major role. A/B testing shows that animated ads and clear messages lead to more clicks.
- Industry specifics: Click-through rates are often higher in technical and industrial fields, as users search for solutions in a more targeted manner.
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Challenges in measuring click rates in B2B
Measuring click rates in the B2B sector is often difficult, as CTR alone does not always reflect the relevance and success of the campaign. Especially with complex products, the path from initial contact to conversion can be lengthy.
Important metrics besides CTR
CTR is often not enough to measure the success of display advertising. Other important metrics include:
- Conversion rate (CR): Indicates how many clicks lead to a desired action.
- Cost per lead (CPL): Calculates the cost of leads acquired.
