In a study on the click-through rate (CTR) of global search ads, it was found that in the second quarter of 2020 the CTR was at 1.7 percent. In the corresponding quarter of the previous year, the study stated that the CTR was at 2.2 percent.
Search advertising clickthrough rate (CTR) worldwide from 1st quarter 2017 to 1st quarter 2022
based on data measured on the Skai platform; broader industry metrics may vary
Supplementary notes
The source provides the following information on methodology: "Analysis is drawn from a population of approximately $7B in advertising spend, comprising over 3,000 advertiser and agency accounts across 40 vertical industries and over 150 countries running on the Skai platform on Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Walmart, Instacart, Criteo, Apple Search Ads, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network."
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