The Curious Case of Conversions without View-Through Conversions in Search Network Campaigns
Search Network Campaigns are a crucial aspect of digital advertising that enables marketers to reach out to their target audience by placing their ads in search engine results pages (SERPs). This approach allows them to target individuals actively searching for a particular keyword or phrase, which increases the likelihood of conversions. However, it’s not uncommon to see situations where a search network campaign shows conversions but no view-through conversions, leading to confusion among marketers. In this article, we’ll delve into the reasons behind this occurrence.
What are Conversions and View-Through Conversions?
To understand the reason behind the discrepancy between conversions and view-through conversions, we must first define these two terms.
Conversions: A conversion is an action that a user takes on a website or landing page that the advertiser considers valuable. It can be anything from filling out a contact form to making a purchase. A conversion is typically attributed to the last click before the action was taken.
View-Through Conversions: A view-through conversion is attributed to display campaigns that don’t result in a direct click but still lead to a conversion. This occurs when a user sees an ad, doesn’t click on it, but later converts through another channel, such as direct search or typing in the URL.
Why Would a Search Network Campaign Show Conversions but No View-Through Conversions?
There are a few reasons why a search network campaign may show conversions but no view-through conversions. Let’s explore them below:
- Search Network Campaigns Don’t Allow for View-Through Conversions
One of the primary reasons why a search network campaign may show conversions but no view-through conversions is that search campaigns don’t allow for view-through conversions. In search network campaigns, the ads are shown to users who are actively searching for a particular keyword or phrase. These users are more likely to click on an ad and convert immediately. Therefore, there’s no need for view-through conversions.
- No Display Component
Another reason why a search network campaign may show conversions but no view-through conversions is that there’s no display component to the campaign. Display campaigns are designed to increase brand awareness and reach a wider audience. They typically have a lower click-through rate (CTR) but may result in view-through conversions. Since search network campaigns don’t have a display component, there’s no opportunity for view-through conversions.
The conversion window is the time between a user clicking on an ad and converting. Search network campaigns typically have a shorter conversion window than display campaigns. This means that users who click on a search network ad are more likely to convert immediately. Since view-through conversions occur when a user converts after seeing an ad but not clicking on it, a shorter conversion window reduces the chances of view-through conversions.
- Ad Copy and Landing Page Relevance
The relevance of ad copy and landing pages also plays a crucial role in determining whether a search network campaign will have view-through conversions. If the ad copy is not relevant to the user’s search query, they are less likely to click on the ad. Similarly, if the landing page doesn’t meet the user’s expectations, they are less likely to convert. Relevant ad copy and landing pages increase the chances of both clicks and view-through conversions.
- User Behavior
Finally, user behavior can also impact whether a search network campaign will have view-through conversions. Some users may see an ad but not click on it, yet later convert through another channel. However, this behavior is less likely to occur in search network campaigns since users are actively searching for a particular keyword or phrase. This means that they’re more likely to click on an ad that’s relevant to their search query and convert immediately.
Conclusion
In conclusion In summary, a search network campaign may show conversions but no view-through conversions due to a variety of factors, including the lack of a display component, a shorter conversion window, and the relevance of ad copy and landing pages. Marketers should keep these factors in mind when designing and implementing their search network campaigns. While view-through conversions are valuable, it’s important to remember that conversions are the primary goal of these campaigns. As long as a search network campaign is producing conversions, marketers can be confident that their efforts are paying off why would the data for a search network campaign show conversions but no view-through conversions?.
