What was the role of digital within the media mix?
Prior to the project, search ROI was believed to be relatively low. When there is little variation in search queries over time, companies can struggle to determine if search still has an impact or not, and it’s even harder to make improvements on a tactic like that.
For this FMCG client, it was even more of a challenge to attribute search impact correctly because most sales happen offline and there is no available user/customer data linking to them. The only available data was on a geographical level. Analytic Partners took these and connected them effectively to the client’s paid search activities through an A/B testing setup.
The analysis uncovered that search had in fact a very strong impact on the overall performance, being a direct driver of 11% of sales.
Following Analytic Partners’ recommendations after that test, the search ROI improved by 23% vs the previous year for one brand.
Following the strong performance of paid search in the first year for that brand, the client also invested in search for the next year for another brand. Through further recommendations towards a more optimal mix, that brand generated an additional £2.5 million with a £500,000 reduction in investment. Search was a large contributor to that.
In a sentence
Global brand finds answers through geo-level experiments to measure and enhance true impact of paid search effectiveness.