True Branded Search Value
Why is Incrementality crucial to Brand Search?
Digital marketers regularly overestimate branded search performance. We don’t know if a customer clicking a branded ad would have come in naturally through an organic listing. Here is where incrementality comes in. Incrementality enables you to identify the true values of brand search and therefore better manage your brand search strategy
How is Incrementality applied to Brand Search?
In order to test for incrementality, a on/off test can be applied to compare search performance when brand search ads are live versus when they are paused. When the brand search ads are off, the expectation is that organic search will increase. To get the incremental conversions we want to subtract the number of conversions when brand search was off, from the number of conversions when brand search was on. Here is what it looks when you do this consecutive on/off test.
Running a brand incrementality test allows you to quantify the true values and impact of brand search spend, conversions, and ROI. This concept allows you to measure performance using true values, as well as accurately manage and allocate budget, resulting in reduced wasted spend and maximization of profits.
