CTR and CPC Benchmarks for China
Thanks Kaiser for pointing out this article at the China Web 2.0 Review with a summary of the China section of the new JPMorgan “Nothing but Net” report from Morgan’s Internet analyst Imran Khan and his team.
Apart from the interesting market size predictions (past data curtesy od CNNIC) the most interesting info for me was the average CTR and CPC numbers supplied for the China market (curiously called Price per click). I have been looking for industry
benchmarks for ages, and this could fill this gap. (Insert exclamations of happiness, for frenzy forward to friends here) But looking at these
numbers, they seem to make little sense. Click-trough-rates I have seen
globally (incl. China) are usually less than 1% (not >20%) and CPC
in China varies between USD 0.02 to USD 1. RMB 0.40 seems out of this
world. I checked with CNNIC and they claim innocence. Can anybody with a hotline to JPMorgan clarify?
I believe the JP Morgan data is for aggregate CTR for any given search result page. So this would mean that the search engine gets 20 clicks to paid links for every 100 searches. Perhaps that's not surprising given that the sell-side analyst community is looking at it from the perspective of the search engines' overall monetization rates, and not from the advertiser POV.
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Thanks Chris, that could explain the high CTR. The CPC is still extremely low from my perspective. Does your data support JPMorgan's number in this regards?
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