Awareness spend that still gets measured properly
Google Display Network and programmatic campaigns for upper-funnel reach, tracked against downstream conversion.
Display gets dismissed as unmeasurable awareness spend more often than it deserves. The problem usually isn't the channel, it's that view-through impact never gets connected back to what happened downstream, so display ends up judged purely on click-through rate, a metric it was never built to win.
Run properly, display is contextual and audience targeting placed where a brand needs presence between the first search and the eventual conversion, with viewability and brand safety controls that keep spend off placements nobody should be advertising on in the first place.
Display advertising is running Google Display Network and programmatic campaigns for upper-funnel reach, with view-through impact tracked against downstream conversions rather than judged on click-through rate alone.
What we bring to this
GDN Campaign Setup
- Placement and audience targeting setup
- Creative sizing and format management
Programmatic Buying
- Programmatic display buys beyond the Google network
- Inventory quality review before spend commits
Targeting
- Contextual targeting by content relevance
- Audience targeting layered on top of context
Viewability & Brand Safety
- Placement exclusion lists
- Viewability thresholds enforced, not just reported
Measurement
- View-through conversion tracking
- Downstream attribution back to search and direct conversions
Scope of work
| Area | What's included |
|---|---|
| Setup | GDN and programmatic campaign build, targeting, and creative sizing |
| Safety Controls | Placement exclusions and viewability thresholds |
| Measurement | View-through tracking connected to downstream conversion data |
| Reporting | Regular reporting on both reach and downstream impact, not click-through alone |
The engagement, step by step
Targeting Strategy
Contextual and audience targeting are layered together rather than relying on one or the other alone.
Placement & Safety Setup
Exclusion lists and viewability thresholds are set before spend goes live, not adjusted after a report flags a problem.
Campaign Build
GDN and programmatic campaigns are structured by audience and placement type, with creative sized correctly for each.
View-Through Tracking
Conversion tracking is set up to capture view-through impact, not just clicks.
Downstream Attribution Review
View-through data is checked against downstream search and direct conversions to see what display actually contributed.
Ongoing Optimisation
Placements and audiences are adjusted based on downstream impact, not just surface-level click metrics.
How this compares
| Measured Display | Awareness-Only Display |
|---|---|
| View-through impact tracked against downstream conversion | Judged on click-through rate alone |
| Placement exclusions enforced before spend goes live | Brand safety reviewed only after a problem surfaces |
| Contextual and audience targeting layered together | One targeting method used in isolation |
Where this fits
- A brand wants upper-funnel reach that can still be connected to actual downstream conversions, not judged in isolation
- A business needs display presence between a first search and an eventual purchase decision
- A brand safety review is needed after ads have shown up on placements nobody would have approved
Who needs this
Brands with a considered purchase cycle
When the buying decision takes weeks, display keeps the brand present without relying on retargeting alone.
Teams that have written display off as unmeasurable
The usual fix is connecting view-through data to downstream conversion, not abandoning the channel.
What changes for you
- Display spend gets judged against downstream impact, not just click-through rate
- Brand safety and viewability are controlled proactively instead of discovered as a problem after the fact
- Contextual and audience targeting work together instead of one being used as a substitute for the other
Why work with EASI7 on this
- We set placement exclusions and viewability thresholds before launch, not as damage control afterward
- We track view-through impact against downstream conversions instead of reporting display in isolation
Other services in this area
Search, Shopping, and Display, run deliberately
Google Ads campaigns built on high-intent keywords, tight account structure, and bidding strategies backed by real conversion data.
Meta campaign buying, built for ROAS not reach
Facebook and Instagram ad buying focused on bidding strategy, budget pacing, and creative testing velocity.
The highest-CPC platform, spent with precision
LinkedIn campaign management for B2B - targeting precise enough to justify the cost per click.
Full-account management, not campaign babysitting
End-to-end paid search and social account management - structure, bidding, creative, and reporting under one owner.
Bring back the visitors who almost converted
Retargeting campaigns segmented by intent signal, not one generic "everyone who visited" audience.
Common questions
View-through conversion tracking connects display exposure to downstream conversions - search or direct visits that happen after someone saw, but didn't click, a display ad. It's not click-through rate, but it's a real measurement discipline.
No - display is one input into a longer decision process, and isolating its exact incremental effect is genuinely difficult even with good tracking. What we can guarantee is that view-through impact gets measured and reported honestly rather than ignored.
Google Display Network runs within Google's own inventory and targeting system. Programmatic buying can reach inventory and audiences outside that network, which is useful when GDN alone isn't reaching the right placements.
Placement exclusion lists and viewability thresholds are set before a campaign launches, not adjusted reactively after ads show up somewhere they shouldn't.
Yes, usually - display and retargeting serve different funnel stages. Retargeting works on people who already visited; upper-funnel display reaches people before that first visit happens.
Longer than a click-based channel, because the value shows up downstream. We typically want at least four to six weeks of view-through and downstream conversion data before drawing conclusions.
Written off display as unmeasurable?
We'll show you what view-through tracking actually says about your upper-funnel spend before you cut it.
Ready to get started?
We usually reply within 24 hours.