Question: Kiara began using Google Display ad campaigns last month and is anxious to review the performance metrics of her campaigns to gauge their effectiveness. What should Kiara keep in mind when assessing the performance of her Display Ads?
- Display ads are only as effective as the provided Customer Match lists.
- Conversions only represent a partial picture of Display ad effectiveness.
- Display ads are effective when targeting YouTube users.
- Display ads are less effective when it comes to new audiences.
Explanation
For Display, the main Conversions column does not show the full effect of the campaign because it focuses on conversions after an ad interaction. View-through conversions capture people who saw a Display ad, did not click it, and converted later, which adds value that would otherwise be missed. Google Ads also reports these results separately in View-through conversions and All conversions, rather than only in the main Conversions column. That is why conversion totals by themselves provide only a partial view of Display performance. Google Help+2Google Help+2
Why the other options are incorrect
Customer Match lists are only one audience source, so they do not determine the full effectiveness of Display measurement. Google Help
YouTube users are not the key measurement principle here, because the issue is how Display impact is counted in Conversions versus All conversions. Google Help+1
New audiences are a normal Display use case, so they do not explain why reported conversions can understate campaign impact. Google Help+1
Source for verification
About view-through conversions Google Help
About All conversions Google Help
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.