Question: What should an advertiser keep in mind when reviewing the performance metrics of Display ads?
- Display ads are only as effective as the provided Customer Match lists.
- Display ads are effective when targeting YouTube users.
- Conversions only represent a partial picture of Display ad effectiveness.
- Display ads are less effective when it comes to new audiences.
Explanation
For Google Display ads, the reported Conversions column does not capture the full impact of impression-driven influence. Google Ads separately tracks view-through conversions, which count cases where someone sees an ad, does not click it, and later converts. Google also notes that these are reported outside the main Conversions column, including in View-through conversions and All conversions. That means relying only on conversions can understate how Display contributes to results. Google Help+1
Why the other options are incorrect
A) Customer Match can support targeting, but Display performance is not limited to the quality of those lists alone. Google Help+1
B) YouTube can be part of Google advertising, but that does not explain the key measurement principle for Display performance review. Google Help+1
D) Google Display ads are commonly used to reach new audiences, so this does not describe the main reporting consideration. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/16542520
https://support.google.com/google-ads/answer/3419678
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.