With how much we’ve all come to rely on search engines to find all kinds of content, it’s no surprise that it’s important for marketers to understand the ins and outs of the search engine market. With that in mind, we’ve put together this cheat sheet of critical search engine marketing statistics you need to know in order to see growth over the coming year.

Let’s dive in with a few key search engine statistics before we take the plunge into the specifics of search engine marketing.

2024’s Essential Search Engine Marketing Statistics

Recent data indicates that search engine marketing (SEM) investment is projected to grow by an average of 8% annually as businesses recognize its potential in targeting and converting high-intent customers. Search personalization and regional targeting improvements make SEM even more appealing for local businesses looking to connect with their community.

A few noteworthy search engine marketing statistics include:

• Mobile traffic continues to outpace that from desktops, with almost 60% of web traffic now originating from mobile devices.
• Long-tail keywords (phrases with three or more words) are more cost-effective and have higher conversion rates.
• Marketers are adopting AI tools at a fast pace – over 80% of industry experts are using AI for their digital marketing strategy, particularly in the area of ad targeting 
• Almost 53% of web traffic arrives through search engines through organic search.
• More than 2 trillion searches are processed through Google every year.
• Google’s 2022 ad revenue exceeded $224 billion US.
• 46% of all Google searches are for local results.

Now let’s dive into some more impactful statistics that can help drive your search engine marketing strategy. 

1. The average click-through rate (CTR) for the first position on a Google search query is 27.6%.

A website listed in the second position has a CTR of only 15.8%. And 75% of all Google users won’t look beyond the first page of results.

With this in mind, it’s no surprise that businesses try to rank as close to the top as possible. Just ranking on the first page isn’t enough – results from halfway down the page to the bottom have a click-through rate ranging from 2.4% to 5%.

2. Over 85% of marketers who use videos say it’s increased traffic to their site. 

Including video content can be an excellent way to improve your site’s SEO. 

Well-produced videos engage your audience, keeping them on your site and allowing them to share your content with others. Videos improve your site’s visibility to search engines, making it more likely they’ll display your page in a search, especially if you’re using a good keyword strategy. 

Don’t forget that businesses need to optimize their metadata to stand out. When this is done well, it increases the likelihood of attracting relevant traffic, as users can quickly assess whether a page meets their needs based on the displayed meta title and description. 

3. 63% of internet users will click on a Google paid search ad.

That number, 63%, is four times higher than on any other search engine! For reference, the corresponding rates for other sites are:

• Amazon: 15%
• YouTube: 9%
• Bing: 6%

It’s no wonder that Google is the most popular PPC platform currently available. This type of reach makes a significant impact on clicks and conversions.

Deciphering User Search Patterns and Their Impact on SEM

Gaining a deep understanding of user search patterns is crucial for crafting a successful search engine marketing (SEM) strategy. As internet users become increasingly sophisticated, they exhibit distinct behaviors that marketers must understand and utilize. 

Analyzing and adapting to these patterns can propel businesses forward, ensuring their SEM tactics resonate with their target demographics. 

Let’s explore several areas where user search behaviors significantly influence SEM outcomes.

Search Engine Market Share

When assessing the search engine hierarchy, Google remains the titan with over 83% of the global search market. However, other players, like Microsoft’s Bing, hold a steady 10%, and Yahoo, with just under 3% (source). This shows the unique preferences of a specific subset of internet users. Niche and regional search engines comprise the remainder of the global market share. 

To connect with your audience effectively, using SEM on various platforms is necessary. While Google is crucial, dedicating some of your budget to other search engines can expand your reach, especially to specific demographics that prefer alternative search options.

Mobile Search Trends

With mobile usage continuing to surge, it’s imperative to optimize campaigns for the ever-growing number of mobile users. Mobile search trends to consider in 2024 include:

• Mobile devices now account for over 60% of all online searches
• Local searches on a mobile device are 88% more likely to result in a call or visit to a business within 24 hours.

Click-Through Rates by Position

The impact of page positioning on CTRs must be considered. The top three Google Search results receive about 54% of the clicks. And less than 1% of searchers ever go past the first page of results. This underscores the need for small businesses to continuously optimize their SEM practices to secure top-ranking positions. (source)

Cost-Per-Click Across Industries

Cost-per-click (CPC) varies considerably by sector, reflecting the varying levels of competition and customer value. In 2023, industries such as legal services and home improvement experienced some of the highest CPCs due to their high customer lifetime value, while retail remains competitive with moderate CPCs. Balancing your investment based on your industry’s average CPC is vital for maximizing ROI from your SEM spend. (source)

Average Search Query Length

The length of search queries provides insights into user intent. When more words are used in a query, it implies the searcher is looking for more precise results. Focusing your strategy on long-tail keywords makes ranking easier and tends to have a higher click-through rate.

Keywords that are 10-15 words long get 1.76x more clicks than single-word queries.

Creating content on your website that answers questions to longer keywords and search queries is a great way to enhance your SEM strategy. 

Voice Search Popularity

Voice search continues to ascend in popularity, with projections indicating that more than 75% of American households will own a smart speaker by 2025. This upward trend requires a shift in keyword strategy to include more conversational phrases that align with natural speech patterns.

Search Engine Marketing’s ROI

The return on investment (ROI) for search engine marketing can be impressive, especially with finely tuned strategies for specific audiences. Businesses often see an average of $2 returned for every $1 spent on Google Ads, emphasizing the potential of SEM when used with precision and creativity. For businesses looking to fully benefit from digital marketing, investing in SEM is essential.

Leveraging Search Engine Marketing Statistics for Growth

Using SEM statistics effectively can help predict trends, plan strategies, and ensure that your marketing budget fuels substantial growth. With the right approach to data analytics, SEM becomes a key element in your marketing, providing adaptability and scalability for long-term business success.

Search Engine Marketing Statistics and the Canadian Market

Understanding SEM within the Canadian context is vital. 

For instance, recent data shows that 84% of Canadians use the internet through a mobile data plan, and 56% have made a purchase through a mobile device in the past year. This underscores the need for mobile-optimized SEM strategies. 

Furthermore, localized content and geo-targeting remain essential for businesses, as Canadian consumers strongly prefer localized search results.

Act on These Search Engine Marketing Statistics

Keeping up with the latest SEM statistics is vital for maintaining the success of your marketing strategy. It will help your business thrive in uncertain economic times. 

If you’ve found these SEM stats to be eye-opening, consider engaging the services of a digital marketing agency. Their team can provide you with customized statistics and insights that align with the specific needs and circumstances of your business. This information can help you better see the future and make data-driven decisions for sustained growth.

Need assistance in improving your search engine marketing? Contact Asset Digital Communications today, and we can guide you toward success!

Suggested Reads: 

• Ultimate Guide on How to Set SEO Goals for Business Growth
• How to Track SEO KPIs: Important Tools We Use
• Integrating SEO and PPC to Improve Digital Marketing ROI