Recently, Wordstream, an online advertising management platform, published a study looking at some key performance indicators for Google AdWords campaigns by industry. More specifically, the study looked at click-through-rate (CTR) and average cost per click (aCPC) across all industries. For reference:

CTR – This is simply how many times your ad was clicked (clicks) divided by how many times your ad was shown (impressions). See below for more on the impact of a good CTR.

aCPC – Your average cost per click is the average amount you pay for each time someone clicks on your ad. Each keyword has a different cost. In some areas, it’s impossible to avoid paying a lot for each click, but in general, the goal is to keep this number as low as possible.

How Does Points Group Compare to the Rest of the Health & Medical Industry?

For CTR, the industry standard is 1.79%. Our year-to-date CTR across all of our clients is 2.52%. That means we are exceeding the industry standard by 40.78%. Having a good click through rate is more meaningful than simply getting more clicks on your ads. It can actually save you money, reducing your aCPC by improving your quality score. Quality score will be explained below.

For aCPC, the industry standard is $3.17 per click. We come in at $2.25 per click; that’s 29% below the industry standard. To illustrate the difference a little more clearly, that means that the industry is generally paying $317 for 100 clicks, while our clients are spending $225 for the same results. Obviously, this disparity only grows larger with more volume.

What Are Quality Score and Ad Rank?

Your CTR can actually reduce your aCPC by improving your quality score. How does this work?

To understand this, you have to understand the Google auction process. I’ve included Google’s explanation below:

In summary, this is how it works.

Quality Score – The keywords you want to bid on are assigned a quality score in your account. This quality score is a number from 1-10 that is determined based on a few criteria:

  • Landing Page Experience – How relevant is your keyword to the landing page that your ad is directing traffic to?
  • Ad Relevance – How relevant is your keyword to your ad copy?
  • Expected CTR – What does Google expect your CTR to be? This is based on your keyword’s past CTR.

Ad Rank – From here, Google adds a few more factors to determine your final Ad Rank. Your Ad Rank determines where your ad actually shows up on the Google search results page. These factors include:

  • Quality ScoreExplained above.
  • Ad Formats – As part of your campaign setup, you can add extensions to your ad so that it will include links to other pages on your site, your phone number, your location tied into Google Maps, etc. Having this set up properly can have a positive impact on your Ad Rank.
  • Bid – The actual money you are willing to spend for a click.

As you can see, your click through rate has a direct impact on your Ad Rank, which in turn impacts the amount of money you are spending on a click. Our strategy is to keep your CTR as high as possible so that we can reduce your aCPC and give you the largest possible impact for your budget.

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Privacy Policy

This Privacy Policy governs the manner in which Points Group, LLC collects, uses, maintains and discloses information collected from users (each, a “User”) of the website (“Site”). This privacy policy applies to the Site and all products and services offered by Points Group, LLC.


We may collect personal identification information from Users in a variety of ways, including, but not limited to, when Users visit our site, subscribe to the newsletter, respond to a survey, fill out a form, and in connection with other activities, services, features or resources we make available on our Site. Users may visit our Site anonymously. We will collect personal identification information from Users only if they voluntarily submit such information to us. Users can always refuse to supply personal identification information, except that it may prevent them from engaging in certain Site related activities.


We may collect non-personal identification information about Users whenever they interact with our Site. Non-personal identification information may include the browser name, the type of computer and technical information about User’s means of connection to our Site, such as the operating system and the Internet service providers utilized and other similar information.


Our Site may use “cookies” to enhance User experience. User’s web browser places cookies on their hard drive for record-keeping purposes and sometimes to track information about them. User may choose to set their web browser to refuse cookies, or to alert them when cookies are being sent. If they do so, note that some parts of the Site may not function properly.


Points Group, LLC may collect and use Users personal information for the following purposes:

  • To improve customer service
  • Information you provide helps us respond to your customer service requests and support needs more efficiently.
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We adopt appropriate data collection, storage and processing practices and security measures to protect against unauthorized access, alteration, disclosure or destruction of your personal information, username, password, transaction information and data stored on our Site.


We do not sell, trade, or rent User’s personal identification information to others. We may share generic aggregated demographic information not linked to any personal identification information regarding visitors and users with our business partners, trusted affiliates and advertisers for the purposes outlined above. We may use third party service providers to help us operate our business and the Site or administer activities on our behalf, such as sending out newsletters or surveys. We may share your information with these third parties for those limited purposes provided that you have given us your permission.


Users may find advertising or other content on our Site that link to the sites and services of our partners, suppliers, advertisers, sponsors, licensors and other third parties. We do not control the content or links that appear on these sites and are not responsible for the practices employed by websites linked to or from our Site. In addition, these sites or services, including their content and links, may be constantly changing. These sites and services may have their own privacy policies and customer service policies. Browsing and interaction on any other website, including websites which have a link to our Site, is subject to that website’s own terms and policies.


Points Group, LLC has the discretion to update this privacy policy at any time. When we do, we will revise the updated date at the bottom of this page. We encourage Users to frequently check this page for any changes to stay informed about how we are helping to protect the personal information we collect. You acknowledge and agree that it is your responsibility to review this privacy policy periodically and become aware of modifications.


By using this Site, you signify your acceptance of this policy. If you do not agree to this policy, please do not use our Site. Your continued use of the Site following the posting of changes to this policy will be deemed your acceptance of those changes.


If you have any questions about this Privacy Policy, the practices of this site, or your dealings with this site, please contact us at:

Points Group, LLC

150 Morristown Road, Suite 220

Bernardsville, NJ 07924

This document was last updated on July 24, 2014