Google Ads benchmarks for Ecommerce

We refresh the data every week, so you're always seeing current market trends, not outdated snapshots. Weekly updates ensure you can spot shifts in CPCs, conversion rates, and competitive activity before they significantly impact your campaigns.

We track Search, Shopping, and Performance Max campaigns separately, so you can compare performance across all three channels and understand which delivers the best results for your goals.

smec’s benchmark tool helps you make smarter, faster Google Ads decisions by showing whether performance changes are campaign issues you control or market-wide trends you need to adapt to. Here's how to use the data:

a. Benchmark your Google Ads performance against Industry standards
Compare your Google Ads metrics like CPC (cost-per-click), CTR (click-through rate), conversion rates, ROAS (return on ad spend), and AOV (average order value) to European ecommerce benchmarks. If your metrics are below average, you know where to focus optimization efforts.

b. Diagnose Google Ads Problems Faster with Market Context
When conversion rates or ROAS drop, check if smec’s benchmark tool shows the same decline across Search, Shopping, and Performance Max campaigns. If yes, it's likely due to larger forces like seasonality, competitive pressure, or changes in demand – adjust expectations and strategy. If no, it's likely a campaign-specific issue – audit Google Ads search terms, landing pages, bids or assets.

c. Contextualize Google Ads budget decisions to Stakeholders
Use smec’s benchmark tool data in Google Ads performance reports to show that, for example, rising CPCs or declining ROAS aren't isolated to your campaigns when the entire ecommerce market is experiencing the same trends. This turns defensive conversations into strategic planning backed by real benchmarks.

d. Identify Google Ads Budget Reallocation Opportunities
If you're underperforming a growing channel, there could be a chance to invest more. Looking at your CPC development compared to the markets could help get a first idea of whether you can do so profitably.

e. Plan Google Ads Seasonal Adjustments Proactively
Look at past data in smec's benchmark trends to anticipate Google Ads CPC spikes, conversion rate changes, or impression share shifts during peak retail periods (Black Friday, Q4). Adjust budgets and ROAS targets ahead of time instead of reacting after the fact.

f. Validate Google Ads optimization impact
After making Google Ads campaign changes, like refreshing ad creative, updating landing pages, or adjusting bid strategies, compare your performance trends to our tool’s benchmarks over the following weeks. If you're closing the gap or outperforming, it’s an indicator that your optimizations were effective, and are not merely due to market changes. If not, try different tactics.

Core metrics like CPC trends, funnel data, and median Google Shopping impr. share are completely free with no signup required. To unlock industry-specific filtering (Fashion, Electronics, etc.) and full historical data, register for PRO access above. It's free to sign up.

Absolutely. You're free to reference Market Observer data in internal reports, client presentations, or strategy decks. Just credit smec as the source when sharing externally.

Google provides benchmarks, but they're often generic and limited. The Market Observer focuses specifically on ecommerce and retail with deeper competitive insights, like Amazon's impression share and Performance Max efficiency trends, that Google doesn't surface in their dashboards.

We're constantly expanding vertical coverage. If your industry isn't available yet, register for PRO anyway, we'll notify you when we add your vertical, and the core market-wide metrics are still valuable for spotting broader trends.

Yes. Core funnel and performance metrics, median Shopping impr. share, and market trends are 100% free with no credit card required. PRO features (industry filtering, extended historical range, additional charts) require a simple registration, but it's still free.

This tool is built for PPC managers optimizing Google Ads campaigns, marketing managers justifying ad budgets to leadership, agency professionals benchmarking client performance, and ecommerce/retail executives making strategic decisions based on competitive intelligence.