Search continues to stand out as the preferred channel for advertisers, with click-through rates (CTR) notably higher compared to other media such as social media and retail media. A recent July 2024 report, published by Skai, reveals that in the second quarter of this year, global CTR in search reached 1.63%, more than doubling the CTR on social media (0.66%) and quadrupling that of retail media (0.39%). This trend confirms the importance of search for advertisers looking to maximize the return on their investment in digital advertising.

This dominance of search can be explained by several factors, among which the user’s intentionality stands out. When a person conducts a search, it is usually driven by a specific interest, whether to purchase a product or to obtain specific information, which considerably increases the probability that they will click on an ad related to their search. In addition, the format of search ads, which appear as a direct response to queries, makes them more relevant and attractive to the user. The fact that search advertising is a more mature and established channel also contributes to the optimization tools and practices used being more advanced, which translates into better results.

Despite the growth of artificial intelligence and its implementation in search engines such as Google, click-through rates do not seem to have undergone major changes.

Google launched AI-generated overviews in May of this year, a function that completes the answers to searches directly on the results page, which could have affected the measurement of ad impressions. However, no drastic changes have been observed in CTR performance. This could create new challenges for advertisers in terms of attribution and measurement, leading to the need to develop new metrics to assess the impact of these technological innovations on ad effectiveness.

Ultimately, this data provides an opportunity for advertisers to evaluate their current campaigns and adjust their budgets based on the results achieved. Prioritizing channels with better CTRs can improve ad spend efficiency and maximize ROI, while comparing performance metrics to industry data can provide valuable insights for strategic adjustments. Ultimately, search remains the star channel for digital marketing, and advertisers will need to continue to optimize their efforts to make the most of this valuable resource.

To further enhance your digital marketing efforts and leverage the power of search to drive better results, contact Adfuel today. Our AI-enabled programmatic advertising platform provides comprehensive solutions to optimize your campaigns, delivering personalized marketing across all channels, devices, and ad formats. Reach out to us for expert guidance and unlock the full potential of your digital advertising strategy.