View Through Conversions for Google Content Campaigns

View-through conversions have been introduced recently by Google, and it has led me to wonder if Google are trying to find a work-around to the lack of conversions provided by the Contextually-Targeted campaigns. The feature provides a measure of the number of online conversions that occur within 30 days after a user saw, but didn’t click, a display ad on Google’s Content Network. So effectively, impressions alone can now generate ‘conversions’ on Content campaigns.

Many Adwords users may notice the vast volume of impressions generated with low-click through rates on Content campaigns, and as such, the option of claiming a view-through-conversion through an impression is likely to entice those who are skeptical about using a Content campaign into giving it a go.

It will be interesting to see how many view-through-conversions per regular conversions are generated over the coming weeks for our client’s campaigns, and just as interesting will be how successful this tactic proves to be in Google’s efforts to get more of its Adwords campaigners using its Content Network.