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Online Marketing

Click-Through Rate (CTR) Benchmarks By Sector

How do you determine an effective clickthrough rate? This analysis presents segmented CTR benchmarks for Google advertisements and the first three organic search results. The data is compiled from PPC and SEO initiatives spanning 2019-2023, involving 73% B2B and 27% B2C enterprises.

Enhancing your CTRs.

Traditional suggestions for boosting CTRs include crafting more personalised meta titles and descriptions or adopting sensationalist language to attract clicks. However, as indicated in the previous table, search ranking holds more significance for CTR than any other factor.

To improve paid rankings, outbid your rivals on specific keywords. Enhancing organic rankings is tougher and demands investment in high-quality, thought leadership-focused SEO strategies. This approach should:

  • Address Search Intent: Directly answering searchers’ implicit queries can drastically enhance engagement and, subsequently, search positions and CTRs.
  • Provide Unique Insights: Audiences can recognize generic content. Offering genuine, innovative insights is the most effective method to capture their interest.

To succeed in competitive keyword domains using thought leadership content, apply the strategy of maintaining a high publication frequency. Usually, 4-6 months of regular, innovative content publication are required to observe results. However, significant improvements in search rankings can lead to much higher CTR increases than other methods.

Collaborating with CTR specialists.

Improving CTRs involves strategic planning and execution, often beyond the capability of in-house teams. Hence, many businesses collaborate with seasoned digital marketing firms.

Our agency has assisted numerous sectors in enhancing CTRs through paid campaign consultancy and CRO improvements. Contact us to explore how we can partner to boost your results.

Talk to us about improving your CTR.

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Or fill in the form and one of our team will get back to you.

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Average B2B Customer Acquisition Cost (CAC) By Sector

When asked about measuring the ROI of marketing initiatives, we recommend starting with the Customer Acquisition Cost (CAC). This figure, along with Customer Lifetime Value (Customer LTV or CLV), are essential indicators in B2B marketing analytics.

Your CAC alone reveals two key insights:

  1. Which marketing channels warrant increased or decreased investment.
  2. The strengths and weaknesses of your marketing team. You can gauge these strengths by comparing your CAC with industry standards.

This article aims to clarify what constitutes a competitive CAC within your sector. It might also be useful to compare your CAC with those of related sectors to determine if your expenses are in line with broader B2B market trends.

Calculating your Customer Acquisition Cost.

To compute your CAC, simply divide your total marketing and sales expenditures by the number of new customers you’ve acquired, as per the formula below:

This calculation is best performed on an annual or rolling annual basis to mitigate any seasonal variations in customer acquisition. For B2B companies with steady sales year-round, evaluating CAC quarterly can provide insights into the effects of new marketing or sales strategies.

You can also calculate CAC for each marketing channel separately, allowing for a comparison of different channels’ effectiveness.

After computing your CAC, you can then compare it to the following industry benchmarks.

Average Customer Acquisition Cost (CAC) by sector.

Below is a table showing average CACs across 29 B2B industries. Here are some caveats about our data:

  • We present two types of CAC for each industry: Organic and Inorganic. Organic CACs are mainly from SEO and organic social media, while Inorganic CACs are from PPC/SEM and paid social media.
  • Our analysis excludes CACs from email marketing, in-person events, direct mail, outdoor advertising, and other lead-generation methods due to data limitations.
  • All data is sourced anonymously from client analytics. Inorganic CAC data leans more toward PPC/SEM than paid social. The overall Average CAC is calculated with a 75% weight for organic and 25% for inorganic sources.

Average Customer Acquisition Cost (CAC) for SaaS companies.

We have also reviewed average customer acquisition costs across 22 SaaS sectors to determine the typical B2B CAC for each.

How your CAC relates to customer lifetime value (LTV).

Your CAC indicates the cost to acquire a new customer, whereas the customer’s lifetime value (LTV) shows the average profit each customer generates. The simplest way to calculate this is to divide your monthly or annual profit by the number of unique customers during that period. Multiply this by the number of years a customer typically continues purchasing from your company to get your average customer LTV.

You should aim for an LTV that is at least three times your CAC to ensure a healthy margin, preventing any overspend on marketing. This ratio should also be considered in light of historical trends and competitor data for context. For instance, if your LTV to CAC ratio is 2:1 but shows significant growth compared to past trends, this doesn’t necessarily mean you should decrease your marketing budget to lower your CAC. In such cases, your LTV is likely to increase as new customers become repeat buyers.

This is particularly important if you’ve recently started a new marketing campaign or a long-term strategy, like PPC, which may take 4–6 months to show results. Initially, your LTV to CAC ratio may drop, but it should rise as the campaign progresses and continues to deliver results over time.

How to reduce your CAC.

If you’re interested in leveraging digital marketing to reduce your CAC, feel free to contact us. We have a track record of helping businesses in various B2B sectors achieve higher ROI through PPC than any other lead generation method.

Talk to us about Digital Marketing.

Call us FREE from mobiles and landlines on 0800 044 3664 and speak with one of our experts to request more information or schedule a meeting.

Or fill in the form and one of our team will get back to you.

See our Privacy Policy to learn more about how we use data.

12 Tactics To Optimise Your Website Checkout Process

The most important part of your website is your checkout. It’s the place where prospects become customers (read: it’s where you make money). But creating a seamless checkout experience isn’t always easy.

There are a lot of best practice guides out there telling you how many steps you need to include, what payment options to use, what type of software you need, and so on. This is not that type of post.

We find it much more interesting to find the unique and overlooked strategies you can implement in almost no time, and see immediate results. No need to do a complete overhaul of your checkout process to increase conversions.

Take a look at these 12 unique checkout hacks top brands use to get more customers, more quality leads, and increase customer loyalty.

Part 1: Product Page

Your product page is essentially the first step of your checkout. 

It’s where prospects decide whether or not to buy your products, and it’s your job to help them make that decision.

The easier it is for visitors to choose the right product and add it to their cart, the more likely they are to complete their purchase.

Things such as a large call-to-action button, displaying customer reviews, and using high-quality product photos are all best practices when it comes to optimizing your product page. But what about the lesser-known and unused strategies that can really increase conversion rates?

Let’s take a look at a few now.

Strategy #1: Drop a  “Hint Hint” to Increase Product Sales

Imagine this…

Your birthday is coming up, and you’ve been asked to send a wishlist to your friends and family.

What do you do?

You go online to browse for things to add to your wishlist, right?

A lot of consumers do so, too.

They’ll find things online and add them to their online or offline wishlist. The problem, though, is there are other brands that offer the same product as you, and you can’t assume that people will buy your product over a competitor.

Or can you?

Granted, you can’t guarantee that people will buy from you when shopping for gifts, but you can make it easier for visitors to send gift recommendations to friends and family with a link to your product page.

Here’s an example from Mulberry:

Mulberry-Product-Page

Right below the add to cart button, there’s a button called “Hint Hint”.

When you click that button, this popup appears…

Mulberry_hint_hint

…giving visitors the ability to send an email to friends and family hinting that they want this item.

Here’s what the email looks like:

Mulberry_Email

This is a great way to increase sales on your product page for visitors that are only browsing and don’t have any purchase intent at that time.

It also makes it easy for the recipients of the email to click the call-to-action button and go directly to the page where they can buy the product—on your site.

Strategy #2: Use Size Guides to Keep Visitors to Boost Product Page Conversions

Many e-commerce stores offer size guides to overcome the problem consumers have with not being able to try on products online.

But in many cases, visitors are directed away from the product page and to the size guide page to see the guide.

You should never redirect prospects away from a product page because you’re redirecting them away from a potential purchase.

Instead, you can offer a size guide directly on the product page to make it easy for prospects to find the right size and add it to their cart.

Here’s an example from Chubbies:

Chubbies-Size-Guide

This makes the customer journey much shorter compared to having a size guide on a different page where visitors then have to find the product again after they’ve found the right size.

Part 2: Order Review

Once a visitor adds items to their cart, they go to the order review.

This is where they’ll be able to see the full price of the order and confirm the products in the cart before moving on to entering personal details and choosing a shipping method.

There are several ways to optimize your order review, and below, I’ll show you some unique examples of how top brands are doing this.

Strategy #3: Turn Empty Carts into Full Carts with This Simple CTA

Sam recently stumbled upon this example when writing his recent growth guide.

And this is one of the examples that inspired me to write this post.

Picture this…

A visitor accidentally clicks on their cart without having added any items to it.

And what do they see?

Nothing. Just an empty cart without any call-to-action (CTA).

What’s better, is to add a CTA in your cart to find items to add to their cart.

Here’s the example from MeUndies:

MeUndies_Empty_Cart

By adding two simple CTAs in their empty cart, MeUndies make it easy for visitors to choose which category they’d like to browse (read: the visitors make an unconscious decision about what products they’d like to buy).

Strategy #4: Increase Average Order Value (AOV) with Relevant Product Recommendations

When a potential customer has added items to their cart you could leave it as is and let them complete their purchase. 

Or, you could encourage them to add more items to their cart to increase your AOV.

Product recommendations are responsible for an average of 10-30 percent of gross e-commerce revenues. That’s a number you can’t argue with.

You can even use free shipping as an incentive to upsell customers.

Here’s an example of what that could look like:

Strategy #5: Excitement: The One Emotion That Creates Brand Advocacy

A great way to turn prospects into loyal customers is to give them an unforgettable experience.

One way to do so, it to get them excited about their order to increase chances of them returning to your site and buy again.

I’ve found a few unique examples of businesses who go that extra mile for their customers and create an unforgettable shopping experience.

The first one is DavidsTea who offer free samples of their product with all orders. Not just one sample, but three samples.

DavidsTea-Cart-1

You simply click a dropdown and add the samples you want to your cart—free of charge.

Davids_Tea_Samples

Once they’re added, the free samples appear in your cart and you’re assured once more that you won’t have to pay for them.

DavidsTea_Cart

By doing this, DavidsTea not only gives visitors an enjoyable shopping experience where they get more than they pay for. They also give visitors a way to try more products.

The second example is from Man Crates.

On the order review page, they give you the option to add a gift note if you’re buying for someone else.

Man_Crates-Gift-Note

That’s not new. But notice how Man Crates have pre-written suggestions when you choose a receiver of your package in the drop-down:

Man_Crates_Bro_Love

It’s a fun way to encourage prospects to make their gift more personal without needing to come up with a personal note themselves. 

Lastly, Man Crates also show a delivery preview of the order. 

Man_Crates_Delivery-Preview

This may seem like a small and insignificant detail, but giving prospects a preview of the package they’ll receive teases the unboxing experience making them more likely to complete their purchase.

Part 3: Shipping and Personal Details

The third most common reason people abandon checkout is due to a long or complicated checkout process.

This is especially true in the shipping and personal details section of checkouts.

It’s the step in your checkout where you need the most information from prospects, and how you ask for this information is important.

Some e-commerce sites, requires you to create an account to buy, whereas others offer guest checkout options.

I always recommend including a guest checkout option as creating an account may be too much of a commitment for first-time buyers.

There are other ways to turn prospects into loyal customers without forcing them to create an account.

Let’s take a look.

Strategy #6: Add This Often Overlooked Feature to Get More Subscribers 

We all know the importance of email marketing, right?

So why not ask visitors for their email during checkout using a checkbox?

Here’s an example from Poo Pourri:

Poo_Pourri-Checkbox

It’s a great way to encourage prospects to join your email list—without taking away focus from the main objective.

Strategy #7: Capture Abandoning Shoppers with Targeted Exit-Intent Campaigns

I think we can all agree that abandoned carts are the worst, right? 

Prospects who already made a decision to buy something, for some reason decided not to go through with it. 

With abandoned cart campaigns, you can turn abandoning visitors into email leads or customers. 

Here’s an example from minimum that focuses on getting leads:

This campaign had a conversion rate of 37.4%. That’s a high percentage of shoppers that were about to leave their cart but instead became valuable email leads.

And when you have their email, you can follow up with a well-written abandoned cart email to turn them into customers.

Strategy #8: Tweak Your Shipping Copy to Simplify Your Checkout Experience

The number one reason people abandon their carts is unexpected costs, such as shipping.

I’m not telling you to offer free shipping, but you should always include multiple shipping options to accommodate all your potential customers. 

Some people just want a day-to-day delivery and don’t care that they have to pay a little extra, while others want the cheapest delivery option and don’t mind the extra delivery time.

No matter how many shipping options you include, it needs to be easy to see the delivery date, the shipping method, and the cost of each shipping option.

Once again, you can be creative with your copy, and evoke excitement in shoppers with your shipping.

Here’s another example from Man Crates:

Man_Crates_Shipping

Instead of asking visitors to choose a shipping option, they ask when the shipment should arrive.

This takes away focus from the price and instead evokes a feeling of excitement in visitors when they choose when they would like to receive their order. 

Choosing a specific date is also easier for people to comprehend rather than the typical “3-5 business days” option.

Strategy #9: Recognize (and Reward) Returning Customers

One thing I like about shopping online is cookies. (I know, I might be the only one in the entire world).

But cookies enable online stores to personalize and simplify the shopping experience to a whole new level.

Some websites use cookies to recognize returning customers and have their data pre-filled when they enter checkout again.

When you don’t have to fill in personal information again, it saves you a lot of time (and who doesn’t love saving time?).

Take this example from ASOS who recognizes me as a returning customer.

They already know my personal information and delivery address:

ASOS-Address

My preferred shipping option (the cheapest, of course):

ASOS-Delivery-Options

And finally, they know I typically pay with PayPal so that’s also pre-chosen:

ASOS_Payment

Notice, how I can go through checkout without having to enter any details? Amazing!

Part 4: Thank You Page

Your thank-you page is a goldmine waiting to be tapped.

The truth is, despite their best intentions, many business owners massively underuse their thank you page. 

They don’t ask their potential buyer to take action—when they’re primed to do so—and, thus, forgo countless opportunities to encourage engagement, increase their revenue and more.

Here are three ways to get more out of your thank you page.

Strategy #10: Create Positive Word of Mouth with This Replicable Referral Engine

Generating new business is an ongoing challenge for many online stores. 

But there’s one acquisition channel that, when consistent, is a predictable source of revenue: 

Referrals. 

In fact, according to a recent survey by Ogilvy, 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. 

It’s no surprise, then, that many businesses ask you to refer them to a friend or family when you buy something.

Take this example from MeUndies:

MeUndies-Referral-Page

They’re creative with their copy, and offer a pre-written message to make the referral process easier.

Add a form like this to your thank you page, and you’ll definitely see an increase in referrals.

Strategy #11: Promote Your Loyalty Club to New Customers

Having a loyalty program is a great way to encourage repeat purchases and increase customer loyalty. 

In fact, according to one report, repeat customers spend 67% more than new customers. 

The best time to promote your loyalty club is right after a visitor has bought something from you. 

They’ve just made a purchase. They’re excited about their order and your brand. So, they’re more likely to join your club at this stage. 

With that in mind, consider adding a campaign to your thank you page and ask new customers to join your club. 

Here’s an example I made using Drip:

Make sure you tell customers about the benefits of joining your loyalty program.

Strategy #12: Get Customer Insights with a Well-Timed Survey

Surveying your audience gives you greater insight into what makes your audience tick (their goals, desires, pain points, etc.).

This will help you craft a highly-targeted marketing message which is both interesting and relevant to your audience. 

The problem, though, is, many businesses do it wrong. 

They don’t ask the right questions and when they do, they ask them via an overpopulated medium (e.g. email). 

What really savvy business owners do, instead, is ask you immediately after you’ve bought something. 

After all, people who just bought something have shown a high interest in your business and are more likely to answer a few questions.

Here’s an example from ASOS: 

ASOS_Survey

When you click the box, you’re taken to a short three-question survey that takes less than the promised two minutes to fill in.

Conclusion

A good checkout experience is one that requires as little time and effort as possible—and is memorable.

When you give your customers an unforgettable shopping experience, they’re more likely to return and buy again.

It’s the small things that the brands in this post do that makes the difference between an okay experience and a great experience.

Talk to us about Ecommerce Marketing.

Call us FREE from mobiles and landlines on 0800 044 3664 and speak with one of our Ecommerce Marketing experts to request more information or schedule a meeting.

Or fill in the form and one of our team will get back to you.

See our Privacy Policy to learn more about how we use data.

Use Cart Abandonment Stats To Your Advantage In 2023

Cart abandonment is one of the most frustrating parts of a sales funnel. You work hard to create irresistible offers; they take the bait and head to the point of purchase only to abandon the cart and disappear.

What you need to be able to do is use your cart abandonment statistics to work out why they failed to complete the transaction.

Understanding this information can help you increase conversions and reduce your abandoned cart rate.

Here are 15 key metrics regarding cart abandonment to get your head around:

1. General cart abandonment rate

Depending on where you look, data on shopping cart abandonment rates across all industries varies wildly.

The Baymard Institute collated 41 different data sources and the most accurate figure was 69.57% abandonment rate in all sectors.

Of course, this is not set in stone. Some places suffer an extremely high cart abandonment of 80%, while others are as low as around 55%.

Translated, this means up to 7 out of 10 customers will abandon their cart and fail to complete the transaction, which is understandably a worrying number.

2. Mobile cart abandonment rate.

Cart abandonment is even higher when the customer is using a mobile phone; across all industries, this comes in at about 85.65%, which again is not a good rate for any business.

It’s important to address this statistic because more people are using smartphones than desktops when it comes to online shopping.

Therefore, it’s vital that you optimise your e-commerce store for mobile phone users, and there are several things you need to check:

  • Mobile site speed
  • Clear and easy to read copy with essential information quickly visible
  • Simple and intuitive layout
  • Secure checkout process

3. $18 billion lost in sales revenue annually.

Various sources have run the numbers, and a whopping $18 billion is lost annually because of abandoned carts. This is potential sales revenue that was never realised. That’s a lot of potential income and sales that businesses can ill-afford to do without.

4. Optimising checkout increases conversions.

After those rather depressing statistics, let’s have a good number…

If you optimise your checkout process you can increase conversion rates by up to 35.62%

When we talk about optimising your checkout, you want to be looking at issues around simplifying the process, rewarding customer loyalty, and adding extra tools to make it easier, like size guides.

5. Watch hidden costs.

The Baymard Institute also looked at why carts were being abandoned. This was done by questioning the shoppers, and the results were clear:

  • More than 50% of those questioned said the main reason they abandoned their cart was that they were suddenly faced with extra charges, like taxes, shipping costs and fees that they did not expect.
    • For this reason, it is encouraged that transparency on all shipping and taxing costs is easy to find up front.
  • 34% abandoned their cart because it required an account to be created.
  • Slow delivery, long checkout process, distrust of the site and unclear total amounts made up the other main reasons.

6. Account creation leads to 34% cart abandonment.

With 34% of people abandoning their cart because they were required to create an account, we’re going to give this its own mention.

Customer accounts are designed to be a helpful way for people to track their orders and encourage return purchases.

However, if you only intend to make a one-off order, being able to checkout as a guest without having to feed through all the account creation information makes a lot of sense and clearly, 34% of cart abandonment customers agree.

If you do not already have this facility at your checkout, consider adding it now!

7. Slow loading times.

People are inherently impatient, and digital shoppers are among some of the worst. Over 57% of people will abandon the cart if they have to wait more than three seconds for the next page to load.

Of these customers, 80% won’t bother to try again because they will have you tagged as a slow-loading site for which they can’t be bothered to wait.

Site speed time is vital, and you need to make sure every page loads in under three seconds.

8. Too many boxes.

Another reason people tend to abandon a cart is that it’s taking too long to get through the checkout process.

26% of shoppers abandon their carts due to complicated or long checkout processes.

Collecting information is vital for customer profiling and targeting, but if there are too many fields to fill in (and, on average, there are just over 23 boxes to fill for new customers and just under 15 for guest checkout), the customer will lose interest and disappear.

Think carefully about how much information you really need from a customer and streamline any automated and auto-fill processes.

9. Optimised pages work.

What does an optimised checkout flow look like? Bringing the boxes down to around 12 elements for new customers and 7 for guest checkouts certainly leads to a much lower cart abandonment rate.

Instead of asking the customer for their first name and then their second name, have one box for the full name. Take out any optional fields, and if you cannot have an address lookup that will auto-fill when they start typing, just have one address line field.

10. The curse of re-entry.

Not only do customers find it frustrating when they are faced with a myriad of boxes to fill in, but they also hate repetition.

55% of shoppers will abandon their cart if they have to re-enter shipping information and credit card information.

Ensuring your checkout process pre-populates the shipping information with the billing address is a good starting point. There will be the odd person who is not purchasing for delivery to the same address, but the majority will be.

Also, make sure any credit card or financial information only needs to be entered once.

11. Discount codes.

Did you know that 75% of shoppers expect to be offered a discount code?

Over 90% of transactions use coupons at checkout and if these don’t work, 46% of shoppers will abandon their cart.

Discount codes and coupons are an excellent way to entice new business and encourage return customers, but only if they work.

Consider offering these discounts, but make sure they sail smoothly through the checkout to ensure that carts are not abandoned.

12. Optimised for mobile.

We have mentioned this once already, but it is absolutely vital that you optimise your site for mobile phone users.

4 out of 10 mobile phone users will abandon their cart if they cannot easily input the information.

Not only do you have the standard issues to consider here, but small screens and small buttons lead to frustration if the checkout process is not quick and easy.

This is another reason why you should limit the amount of information you are trying to collect and ensure your site is mobile responsive with large icons and buttons that make it easy to input the right information quickly.

13. Use retargeted ads.

What about the shoppers who abandon their carts? Does that mean you will never see them again?

Retargeted ads can be your best friend here. 75% of customers respond to re-targeted ads, and 26% of those will actually click through and go back to your site, hopefully, to finally make a purchase.

14. Make the retargeted ads personal.

If you want to improve the re-target rate even more, consider personalising the ads you send out.

Rather than just saying you noticed they were on your site but did not complete their purchase, the smart money is on adding a targeted advert for the items they left behind.

Not only does it remind them that you exist, but it shows them the items they fell in love with the first time, causing them to rethink the decision not to purchase. Statistics show that this can generate an ROI of over 1300%.

15. Use Google Display Network and Facebook for Retargeting.

Over half of all Internet users have Facebook. 90% of Internet users are reached by the Google Display Network. Facebook shows a page view of 1 trillion per month, and Google Display Network has 180 billion views.

This is definitely where you want to be when it comes to retargeting adverts for abandoned carts!

The takeaway.

When you initially look at it, cart abandonment rates seem ridiculously high, with up to 7/10 shoppers walking away before completing their purchase.

However, by focusing on your checkout procedure and addressing other key points mentioned in the article, you should be able to prevent many lost sales and instead close the deal.

Talk to us about Ecommerce Marketing.

Call us FREE from mobiles and landlines on 0800 044 3664 and speak with one of our Ecommerce Marketing experts to request more information or schedule a meeting.

Or fill in the form and one of our team will get back to you.

See our Privacy Policy to learn more about how we use data.

Apple & Samsung ‘Might’ Move To Bing For Search Engines

PPC Management Ai Chat

Google is one of the biggest search engines in the world and is the leading engine for mobile devices. Its superiority is almost unquestioned, with most SEO best practices being tailored to meet the Google algorithm.

However, a new shift may be on the horizon, as there are rumblings suggesting that both Apple and Samsung may switch their mobile devices across to competitor Bing as standard practice.

Understandably, such an idea has sent ripples through the technology world, but is there any merit to the idea?

A historically profitable relationship.

If Apple and Samsung do make the transition from Google to Bing, it is a departure from what is a historically profitable relationship:

  • Alphabet, which is the parent company of Google, pays Apple roughly $20 billion per year in search revenue sharing.
  • This equates to roughly 17% of the operating profits made by Apple.
  • In the 2022 fiscal year, Apple alone reported revenue of $393bn, with the money from Alphabet equating to 5% of the total.

Bing incorporates AI into search engines.

A recent report by TechCrunch showed that Microsoft had unveiled the new AI capability for Edge and Bing searching.

The system is powered by OpenAI and has seen a massive rise in the number of global downloads across platforms for the search engine.

At the moment, Bing is the 10th most popular app in the App Store and is the second highest-ranked productivity app, with only Gmail outpacing it.

The AI race continues.

For Google and Bing, the race to turn out functional AI integration for their search engines isn’t a new race – albeit one which Google has stumbled upon over the last few months.

A recent AI event for Google took place in February of 2023, where the company announced how Google would begin to use natural language answers and conversational chatbot technology in the search system.

However, the demo for the product seemed to be an unfortunate attempt to catch up to Bing, who had unveiled their own system just a little before – and the rushed presentation showed the Google chatbot (nicknamed Bard) gave a factual error for an answer to a question.

The net result for the company at the time was billions in stock value drops, but it also allowed Bing to take a comfortable lead in the race. Their recent launch of ChatGPT within the Bing software has been praised by Microsoft executives and is seemingly a challenge directed at their competitors.

The key deal.

As previously mentioned, the arguable linchpin for Google’s dominance across iPhones and Samsung devices is the $20 billion deal that Alphabet has with Apple.

This is ultimately the reason why Google is the default search engine for Apple devices all across the world. It is a costly deal, but it’s also one which has allowed Google to effectively control the mobile market since the inception of the iPhone.

Could the tide turn?

As well as having Apple onside, Google also controls the Android devices that are in play right now and have Chrome installed on phones made by companies like Samsung.

As it stands, Google owns roughly 71% of the smartphone market and 65% of the browser market.

However, it’s not fair to say that Google has a complete stranglehold on the market. Microsoft says that there are more than 1.4 billion Windows devices currently active. The company has been putting substantial investment into the Edge browser, which comes as the default for all Windows devices sold as new.

Final thoughts.

As it stands, Google commands roughly 93% of the market compared to Bing’s 3%. There are some experts who believe that it is possible for Bing to circumvent Google as the default search engine, whereas others believe that the giant has too powerful a grip to ever be shaken loose.

We do not believe it could happen or it could not. Our official position is that it’s possible, but it’s also not confirmed. We will encourage all of our clients to keep in mind that this may happen in the future.

If default search engines move away from Google, then digital marketing strategies will need to be completely overhauled to work on the practices of Bing. That’s not to say for certain that it can happen, more than it is a possibility, and if it does, we are more than happy to help you redefine your marketing strategy.

Talk to us about Digital Marketing Services.

Call us FREE from mobiles and landlines on 0800 044 3664 and speak with one of our White Label experts to request more information or schedule a meeting.

Or fill in the form and one of our team will get back to you.

See our Privacy Policy to learn more about how we use data.