Question: Elvis has expressed to you that he is worried that the performance metrics of his Google Display ad campaigns are lower than he expected. What can you tell him to possibly allay his fears?
- Display ads are only as effective as the provided Customer Match lists.
- Display ads are less effective when it comes to new audiences.
- Display ads are effective when targeting YouTube users.
- Conversions only represent a partial picture of Display ad effectiveness.
Explanation
For Display, the Conversions column shows only part of the campaign’s impact because it mainly reflects conversions after an ad interaction. Google Ads tracks view-through conversions separately when someone sees a Display ad, does not click, and converts later. Those conversions are reported in View-through conversions and All conversions, so the campaign can be contributing more value than the main conversion count suggests. Display can also influence earlier steps in the path to purchase, which means some of its effect may not appear in a simple last-click view. Google Help+1
Why the other options are incorrect
Customer Match lists Display performance is not determined only by those lists, because Display measurement also includes broader audience and conversion-assist effects. Google Help+1
New audiences Reaching new users is a normal Display use case, so lower reported metrics are not explained by new-audience targeting alone. Google Help+1
YouTube users That targeting detail does not explain why reported conversion metrics can understate Display’s total influence. 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.