Question: Liz has noticed that even though Display ads are producing high click-through rates, they appear to be producing fewer conversions than Search ads. How would you best explain this assumption?
- People aren't seeing the Display ads.
- Conversion tracking isn't enabled currently.
- She is focusing on view-through conversions rather than click-through conversions.
- People that click on the Display ads are purchasing through another channel.
Explanation
Google’s attribution reports show that conversion paths often include multiple ad interactions before a purchase. Display commonly creates earlier touchpoints in the path, while a later channel can receive the final conversion credit under the selected attribution model. That means a strong click-through rate on Display does not guarantee that Display will also receive the recorded conversion. In many cases, users click a Display ad, return later through another channel, and convert there instead. Google Help+1
Why the other options are incorrect
A) High click-through rate indicates the ads are being seen and clicked, so low visibility does not fit the situation. Google Help+1
B) If conversion tracking were not set up, there would not be a valid basis for comparing Display conversions with Search conversions. Google Help+1
C) View-through conversions apply when users see but do not click an ad, so they do not explain purchases that start with Display clicks and finish through another channel. Google Help+1
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.