What is a view-through conversion?
Simple, a user sees a content network ad and makes a mental note of the details, but does not click on it.
At a later stage the user visits the advertised site and converts.
You will now see this conversion recorded as a view through conversion within your Google Adwords campaign.
Currently (28/10/09) Google Adwords will not record View Through Conversions for text ads, or conversions that occured more than 30 days after the initial adview.
How is this metric useful?
The key word (sic) here is Context!
Because someone who sees a content network ad is actually doing something else i.e. watching a YouTube video, or reading the Irish Times online, they are not as likely to visit the advertised site and convert immediately as a Google searcher (who is actively seeking something) would.
The context of what the content ad view and search ad view are quite different, unlike the searcher, the content viewer is not actively seeking something, but never the less is open to advertisers messages.
The View Through Conversion Metric enables you do identify which ads left your message imprinted on somebodies mind and spurred them to visit your site and convert within 30 days of seeing your ad.
It also enables you to identify which websites are gluing your message to peoples minds and generating conversions on your site.
Vital info for Content Campaign Optimisation!
And never forget, effective optimisation is critical to successful Adwords advertising.
I think I get it, can you give me an example?
OK – Johnny is watching YouTube footage of Katie Taylor winning the European Boxing Championships on his Iphone. While he is watching the You Tube footage he sees an inVideo Ad for Sporty Als’ Deoderant socks. Although Johnny’s feet reek and he needs to do something about it he does not click the ad as he does not want to interrupt his viewing of Katie kicking ass.
The next week all Johnny’s 5-a-side football teammates are slagging him because his feet reek! After training he gets out his Iphone and searches Sporty Al’s Deoderant Socks. He finds the site and orders 2 pairs of size 10s.
Google Adwords will now record the view through conversion for the display ad on YouTube for this sale. Sporty Al now knows that YouTube is an effective advertising medium for reaching his target market.
