Google Ads Tests View-Through Conversion Optimization for Demand Gen
▼ Summary
– Google Ads is testing a new “View-Through Conversion Optimization” feature for Demand Gen campaigns that includes view-through conversions in bidding models.
– The feature currently applies to YouTube traffic, with more channels expected to be added soon in the beta phase.
– It aims to improve early-stage campaign efficiency by capturing conversions from users who see ads but don’t click, particularly useful on YouTube where conversions often occur days after views.
– This update helps advertisers train algorithms faster, boost brand awareness, and maximize creative impact, making Google more competitive with similar offerings from Meta and TikTok.
– The feature was first identified by Google Ads specialist Thomas Eccel and is expected to roll out more broadly as Google refines its automated bidding systems.
Google Ads is currently piloting a new optimization tool for its Demand Gen campaigns, focusing on view-through conversion tracking. This experimental feature enables advertisers to incorporate view-through conversions directly into their campaign bidding strategies, potentially improving performance in scenarios where ad views significantly influence consumer behavior even without immediate clicks.
The feature has been identified within YouTube placements, covering both image and video ad formats. According to early details from the beta phase, support for additional advertising channels will follow in the near future. This development is particularly relevant for campaigns where initial engagement may not result in direct clicks, yet still plays a crucial role in guiding users toward eventual purchases.
By activating this option, marketers can help Google’s algorithms learn faster from user interactions that don’t lead to instant clicks. This approach can enhance brand recognition and make creative budgets more effective, especially on platforms like YouTube where conversions often occur days or even weeks after the initial ad view.
This strategic update aligns with broader industry trends, as competing platforms such as Meta’s Advantage+ and TikTok’s Smart Performance campaigns already utilize impression-based optimization methods. Google’s move appears designed to strengthen Demand Gen’s competitive positioning by incorporating similar signal types that reflect the full customer journey.
As testing progresses, advertisers can anticipate a wider release along with performance insights as Google refines how view-through conversion data integrates with its automated bidding technology.
(Source: Search Engine Land)
