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Of the 10 industries that spent the most on Google ads in Q3 2012 (both search and display), the Internet and Telecommunications industry achieved the best overall results according to WordStream, with a 6.27% average conversion rate from Google Search, and 8.59% on Google Display Network. The finance industry enjoyed the second highest average conversion rate (6.12% on Google Search, 5.12% on Google Display). Its top advertisers were State Farm, Geico, Quicken Loans, and Bank of America. This industry achieved the highest number of conversions in Q3 (1.39 million through Search, 268,000 through Display).

The lowest: Travel, on Google Search, at 1.45%. This suggests that travel consumers shop at several sources before making a purchase like plane tickets or hotel rooms. Google’s largest advertisers in Travel on the AdWords network were Expedia,,, Priceline and Kayak.

Cost Per Conversion Peaks In Finance, Dips In Internet & Telecoms

The average cost per conversion is $9.41 for search and $7.26 for display, topping out at $50.48 for Finance on Google Search. Second most costly was Beauty & Fitness on Google Display at $44.49. The least costly: Internet and telecommunications on Google Display Network, just $4.66.

About The Data: Gathered from 2,600 AdWords advertising accounts that ran on the WordStream AdWords Grader in Q3 2012. Data gathered between July 1, 2012 and September 30, 2012. The accounts in aggregate represented over $250 million in annualized spend.

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