In Google AdWords you may have noticed that there is something called View Through Conversions. This may show up in your reports and you may notice that certain display ads have driven view through conversions. This also shows up when you are trying to set up conversion tracking.
Many people have asked me what view through conversions are and here is a simple answer. When you are running a PPC AdWords campaign, people click on your text based ad and then either convert or do not convert.
But when you are running a display ad, it is a little bit different. Apart from driving clicks, display ads also drives brand awareness.
Display advertisements online or just like hoardings that you see outdoors. Sometimes people may look at a display ad, remember the brand, and then visit the website of that brand.
After Google AdWords launched their enhanced campaigns, targeting only mobile devices has become tricky. The way Google has built the new Adwords interface and campaign settings hints that they want you to create universal campaigns which will run in all the devices, without much options for device targeting.