Ray has been running Display campaigns for over a month,and sales have increased since he started. Evenso,while the Display ads are producing high click-through-rates,they appear to be producing fewer conversions than Search ads.What's the most likely explanation for this assumption?

The most likely explanation for Ray's observation that Display ads have high click-through-rates but fewer direct conversions compared to Search ads is that**people that click on the Display ads are purchasing through another channel**. Display ads often play a role in the awareness and consideration stages of the buyer'sjourney.While they can prompt immediate actions,they are also effective at creating brand awareness.A user might click on a Display ad,learn about the product,butthen comeback later through a direct visit,organic search,or even a Search ad to make the purchase.Searchads,on the other hand, often target users who are actively looking to purchase,making them more conversion-focused.