As a digital marketer the primary focus is driving traffic to get leads, promote and get sales. A lot of ads in don’t ever get clicked, so using branding in those ad impressions generates some value. Using pixel tracking to re-target the user by promoting a personified ad and increase conversions significantly. However, those conversions were not of people with high intent to buy.
Impression based campaigns focus on brand awareness and can be relatively inexpensive. The trouble with an impression based campaign is that it’s next to impossible to track ROI. However, a brand awareness campaign isn’t only for eCommerce based sites, brick and mortar can benefit, too.