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Trying to determine whether or not our ad designs are more or less effective than similar ads in our industry.
Ad performance can vary significantly across ad formats, geographies, etc so it is a good idea to get as specific as you can when comparing you ad performance to industry norms. You can use this Display Benchmarks tool to get data about CTR (click through rate) and lots of other metrics by ad format, industry, geography, etc. During the first half of 2015, the data shows a 0.06% CTR across all ad formats for Sporting Goods in the United States.
The average CTR across ads on the web is 0.06% (see the Smart Insights article link for more detail), so a basic performance benchmark to measure your ads against would be about 6 clicks (leads) per 10,000 impressions.