Hi! My name is Erez Zundy and I want to share with you the fact that I have no idea what to write here about myself yet. What I do know is that I will post here anything I know about PPC. I have 3 years of experience in PPC marketing, both as an affiliate and as a PPC manager for other unique clients. In this blog I will discuss many espects of the PPC for both affiliates and PPC managers. I will tag my posts by either "affiliates" or "PPC managers", depends on the topic, so keep an eye on that. Ohh yeah, you should also follow me on twitter: 
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AdWords View through conversion
Posted under PPC news by Erez ZundyI Don’t know if you have noticed, but 2 weeks ago Google has added a new column of data to your “networks” view on the interface. This new data is view-through conversion.
What is view through conversion?
view through conversion data tells you how many conversions occured in the last 30 days from visitors who viewed you image ad on the content network but didn’t click it. So if someone saw your banner ad on a certain site, and then, sometimes in the next 30 days got to your site and converted into a lead/sale, you will see this conversion on the new column.
This change will probably also effect the placements report. Since until now Google showed only sites that generated clicks, but maybe now we will see sites with no clicks but with conversions.
Note that if someone, after seeing your ad, clicked on another one of your PPC ad, you wouldn’t see this conversion as a view-through conversion, rather the regular click-through conversion.
Google is collecting this data using the AdSense cookie. This is the first time Google is using a cookie of a different Google porperty in order to collect and show data on AdWords. Can you think of new ways of using other cookies that will benefit the advertisers?
How can you use view-through conversion?
This new data now allows you to better understand the performance of your content network campaign. Now, you might not exclude sites that are not converting users into sales with click-through conversion because this sites users mighht be converting without clicking the ad.
But I’m not sure you can fully trust it and claim the sale. First, this is something that of course will benefit Google since now the advertisers think that their money is being spent on more conversions and that their CPA is now much better. Thinking that, of course the advertisers will go ahead and spend more money. Also, luck is playing a role here – a user might have noticed your ad but didn’t click it since he didn’t need what you are offering at that point or didn’t think it’s worth it, but then he gets a recommendation from a friend telling him to go and purchase your product. There is the option that since your image ad was on the buttom of the site (below the fold), the user didn’t even see your ad, but eventually, just by chance, after 2 weeks he needed your service and found you through organic search.
Overall I think it’s a nice data to see and it does help you understand better the performance of your campaign, but since the volume of view-through conversion that I’m seeing is very high, I have doubts on how accurate is this data and if I should really trust it. What do you think?
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