After a recent meeting with our Google account manager she has been advising us to focus more and more of our efforts into utilising the content network. Google state the content network is able to gain CPA’s within 2% of the search network CPA’s, however I have only experienced this level of success a handful of times after spending years of my life optimising for the content network.
Google have now launched the ‘view through conversion’ functionality to allow advertisers to more accurately measure the performance of the content network.
How it works
Google defines view through conversions as;
“…..a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, a display ad on one of the sites on the Google Content Network.”
The view through conversions metric column has been added to all our adwords account as default at campaign, adgroup and keyword level as Google continue to encourage advertisers onto the content network. This functionality has been developed to give greater visibility regarding the performance of content network ads and could be the re-assurance advertisers need to start optimising for the content network again…… possibly?
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