Understanding Incrementality in Paid Search and Its Impact on Organic Search
8 months ago
Incrementality in Paid Search measures additional outcomes from a marketing campaign, crucial for understanding true CAC. Paid Brand Search, serving ads on brand terms, is used for brand protection, controlling landing page content, and reducing blended CAC. However, it often competes with Organic Search. Determining budget and target CAC for Paid Brand Search requires measuring its incremental results, done by comparing spending periods or using blackout regions or Marketing Mix Modeling.
