Social Media And Google Ad Conversion Rates Made Easy

  • Exactly what conversion rates are.
  • What your conversion rates mean.
  • And what constitutes ‘satisfactory’ conversion rates.

What Exactly Is Your Conversion Rate?

Your conversion rate is the rate at which the people who are clicking through to your website (from organic and paid posts on Google AdWords, social media, and other sites) are converting into paying clients, expressed at a percentage.

A Quick Note On Multiple Conversions

Multiple conversions are the result of a single click (on an advert or post) resulting in more than one conversion. This generally happens when you have multiple conversion goals. For example, signing up to your newsletter might be one goal, while other might be a visitor directly purchasing a product or service, signing up for a monthly subscription, or simply adding something to their basket.

What Is A Successful Conversion Rate?

The specific rate of conversion you need to achieve varies considerably depending on your industry. Your business model can also impact the rate of conversion you need to achieve in order to consider a campaign successful. Other factors such as the price of the item you’re selling, and whether your clicks are generated organically or through PPC advertising can affect the conversion level needed to count your efforts as successful.

Paid Vs. Organic Traffic

A paid advertising campaign might also generate a higher conversion rate, as you’re able to reach a much wider audience while simultaneous directly targeting your ideal clients. The conversion rate you will achieve through organic traffic would likely be lower than paid advertising, even if you used exactly the same content. But this isn’t always the case. Provided you have sufficient traffic, organic content reaching a focused audience of your ideal clients who already know, like and trust you, may achieve similar or even superior conversion rates to paid adverts.

Conversion Rates On Different Advertising Platforms

The other major factor to consider when it comes to your conversion rates is the platform on which you’re advertising. The platform makes the decisions when it comes to which metrics they measure and where. It’s also up to them what information they release in terms of industry averages and benchmarks. This often means that independent research on Conversion Rate (CVR) benchmarks is generally needed to put specific numbers on what you should be aiming for on each platform.

Facebook Advertising

Facebook is one of the platform with the most clarity when it comes to conversion rates. Thanks to a detailed study produced by Wordstream on the subject, we have a lot of in-depth and up-to-date data to help us analyze conversion rates on Facebook.

Google AdWords

Google AdWords is another platform that is relatively easy to quantify in terms of conversion rate success, again thanks to data provided by Wordstream. Once again, the results vary considerably depending on the industry you are in.

Twitter Advertising

Unfortunately, the precise data we have on conversion rates for Facebook and AdWords are not (yet) available for all platforms. Over on Twitter, we know that certain things will improve your conversion rates, but we lack any industry standards where benchmarks are concerned.

  • The amount of content Twitter users have been consuming has grown by 25% over the last two years.
  • Long content will get you a higher conversion rate than shorter articles.
  • Tweets including images get 18% more click-throughs as well as 89% more favorites, and an astonishing 150% more retweets.
  • Strong calls to action will increase the number of clicks you get — use actionable, instructive words like ‘download’ in your Tweets.
  • Don’t reinvent the wheel — recycle your Tweets, you’ll get almost as many clicks the second time as you did the first!

Pinterest Advertising

Pinterest is even more interesting for online marketers, with 31% of all adults using the internet found on Pinterest. While Pinners are about as likely to purchase as users on other social media channels, they spend an average of 50% more on their purchases as users on other social media sites. Not only that, a staggering 87% of Pinners have made purchases as a result of an image seen on Pinterest. If that isn’t enough to convince you, Pinterest users are also likely to spend up to 20% more compared to leads generated from searches (like Google) and non-social channels.

Instagram Advertising

Instagram is another slightly more elusive site when it comes to benchmarking, but it’s a potentially very lucrative platform. 28% of adults using the internet are on Instagram — that’s more than Twitter! — while 59% of users on Instagram are on the platform daily. 35% of those login several times each day. Here are the key points to bear in mind to maximise your CVR on Instagram:

  • 30% of all Instagram users have bought something that they initially saw on Instagram.
  • 65% of Instagram posts feature images of products, so don’t be shy about showing people what you’ve got!
  • While photo ads naturally perform best on this platform, given its photo-centric nature, short video ads are proving to be incredibly effective and account for 25% of all Instagram ads.
  • Images that include faces receive 38% more Likes compared to images without.
  • Adding your location to your posts will boost your engagement by up to 79%.
  • Instagram users are more engaged on weekdays, and Monday is statistically the best day in terms of engagement.
  • If you’re posting a video, do so at 9 pm for a 34% bump in engagement.

Pro Tip For Calculating A Conversion Rate Benchmark

Due to the difficulty in pinning down set benchmarks for some of the platforms, and the numerous factors that will affect exactly what rate of conversion is successful for you, it’s a good idea to calculate your own individual benchmarks.

Are You Happy With Your Profit Margin?

Look at the bottom line. How much does it cost you per lead compared to the amount each of those leads is earning you? If you’re happy with the level of profit, your conversion rate is good.

Need To Improve Your Conversion Rates?

We’re here to help you improve the success of your campaigns, maximise your conversions. We want you to earn as much profit as possible for every lead you generate. If you’re looking to improve your conversion rates or lower you CPL book a chat.



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Robyn Kyberd

Robyn Kyberd

Business Development & Optimisation Consultant with a serious soft spot for CX, Digital Marketing, SEO and Analytics.