Question: A campaign report shows that Display ads are receiving high click-through rates, however appear to be producing fewer conversions than Search ads. What's the best explanation for this?
- An advertiser is focusing on view-through conversions rather than click-through conversions.
- Conversion tracking isn't enabled currently.
- People aren't seeing the Display ads.
- People that click on the Display ads are purchasing through another channel.
Explanation
This pattern usually happens because Display creates an earlier touchpoint in the path to conversion, while another channel receives the final conversion credit under the selected attribution model. Google Ads states that attribution reports show how different advertising efforts work together to create conversions, which means a Display click can assist a sale that is later credited to another channel. A high click-through rate therefore does not guarantee that Display will receive the recorded conversion. In practice, users can click a Display ad, return later through another channel, and complete the purchase there. Google Help+1
Why the other options are incorrect
A) View-through conversions apply when a user sees an ad but does not click it, so they do not explain conversions that start with a Display click and finish through another channel. Google Help
B) Conversion tracking cannot be the issue here, because the report is already showing conversion differences between Display and Search. Google Help+1
C) Ad visibility is not the issue, because high click-through rates indicate the Display ads are being seen and clicked. Google Help
Source for verification
https://support.google.com/google-ads/answer/1722023
https://support.google.com/google-ads/answer/6259715
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.