All reported data were calculated directly on the Google and Facebook ads planner tools and also connect to the information taken from Social Advertising Benchmark Report of Sales Force 2018
Methodology
To determine the relative CPC for each country, we used the Facebook Ads planner tool https://www.facebook.com/ads/planner/ then we simulated a campaign segmented according to the industry and from the generated data like impressions and CTR, we calculated the average CPC. For Google search, we used Semrush https://www.semrush.com to calculate the CPC based on the most search keywords by industry and country. The CPC for Google Display was taken from the Google Ads tool by simulating a campaign segmented by industry.
Fashion
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.17 |
$0.48 |
$0.07 |
$0.24 |
| United States |
$1.48 |
$1.99 |
$0.24 |
$1.24 |
| United Kingdom |
$0.57 |
$0.94 |
$0.11 |
$0.54 |
| Australia |
$0.91 |
$0.76 |
$0.12 |
$0.60 |
| Canada |
$0.66 |
$0.98 |
$0.13 |
$0.59 |
Electronics
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.17 |
$0.48 |
$0.07 |
$0.24 |
| United States |
$1.84 |
$5.37 |
$0.14 |
$2.45 |
| United Kingdom |
$0.71 |
$1.52 |
$0.11 |
$0.78 |
| Australia |
$1.62 |
$1.74 |
$0.13 |
$1.16 |
| Canada |
$0.83 |
$1.47 |
$0.13 |
$0.81 |
Home Decor
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.05 |
$0.19 |
$0.07 |
$0.10 |
| United States |
$0.54 |
$1.48 |
$0.14 |
$0.72 |
| United Kingdom |
$0.20 |
$0.91 |
$0.11 |
$0.41 |
| Australia |
$0.38 |
$0.63 |
$0.14 |
$0.38 |
| Canada |
$0.25 |
$1.22 |
$0.14 |
$0.54 |
Cosmetics and Beauty
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.08 |
$0.49 |
$0.07 |
$0.21 |
| United States |
$0.86 |
$2.43 |
$0.14 |
$1.14 |
| United Kingdom |
$0.33 |
$0.64 |
$0.10 |
$0.36 |
| Australia |
$0.53 |
$1.17 |
$0.11 |
$0.60 |
| Canada |
$0.39 |
$1.50 |
$0.13 |
$0.67 |
Gaming
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.08 |
$0.10 |
$0.06 |
$0.08 |
| United States |
$3.31 |
$0.34 |
$0.14 |
$1.26 |
| United Kingdom |
$1.29 |
$4.27 |
$0.10 |
$1.89 |
| Australia |
$2.19 |
$0.31 |
$0.13 |
$0.88 |
| Canada |
$1.57 |
$0.41 |
$0.13 |
$0.70 |
Others
| Country |
Facebook |
Google Search |
Google Display |
Avg. Total |
| Brazil |
$0.08 |
$0.31 |
$0.07 |
$0.15 |
| United States |
$3.31 |
$2.32 |
$0.14 |
$1.92 |
| United Kingdom |
$1.29 |
$1.66 |
$0.10 |
$1.08 |
| Australia |
$2.19 |
$0.92 |
$0.14 |
$1.08 |
| Canada |
$1.57 |
$1.12 |
$0.13 |
$0.94 |