Google Ads Tutorials: How to measure Display ads

Google Ads Tutorials: How to measure Display ads


[light music] Clicks don’t tell the full story when measuring
the performance of Google Display ads. Display ads can attract a customer’s
interest in your product and brand, even if they don’t click on an ad. Often times, customers take note of your
business’s value proposition through visuals and then later visit your website or physical location to make a purchase. Imagine this online journey: A customer browses their favorite website
when they see your Google Display ad. Later that day, they click on a Search ad. And after a few days pass, the same customer sees a Display
remarketing ad for a product they viewed. At this point, they’re very interested in your product, so the next time they are searching for
a deal or review of your product and see a Search ad, they click it and buy. Display impressions should not
be overlooked since they helped influence the customer’s decision to buy. These impressions will not receive
any conversion credit in Google Ads, since there were other clicks
before the conversion occurred. If the customer only saw the Google Display ad and then later purchased on your
website without clicking any other ads, this would be a view-through conversion in Google Ads. If you use Google Ads for conversion tracking, you should measure both click-through
and view-through conversions. This is critical for understanding the full value
of Display across your Google Ads account. To do this, go to Tools and then Conversions to set your
view-through conversion window. Now include ‘View-through conversions’
in your campaign reporting by modifying columns. Ensure that ‘All conversions’ and ‘View-through-
conversions’ are selected as columns. By adding ‘View-through conversions’ to these columns you can bid to the full value of your Display ads. Keep in mind that Google Analytics goals are not compatible with Google
Ads view-through conversions. If you use Google Analytics for conversion tracking, or import goals into Google Ads, turn to Google Analytics for
measuring Display performance. Navigate to Conversions to view the Model Comparison Tool. Use the Model Comparison Tool to view how Display Ads influence purchasing decisions, across all marketing channels, not just within Google Ads. In Google Analytics you can view the data on a non-last-click attribution model. To access this report, click on the ‘Display’ channel in the list of channels to narrow down the analysis to Display campaigns. Then change Type from ‘All’ to ‘Google Ads’ , so that Google Ads campaigns populate in the table, instead of the channel level view. In this example, a customer discovered that a
large majority of their converters were influenced by a Smart Display campaign, so they took the actionable
step of continuing to optimize and invest in this campaign type. You can also navigate to the Top Conversions Paths to help visualize how Display interacts with other channels. Using these steps you’ll be able to better
understand the impact of Google Display ads and learn how to use these insights
to optimize your campaigns. [music continues]

Author: Kevin Mason

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