Brand incrementality measurement via bid walking

Analyzed brand vs. non-brand bidding strategy using bid walking methodology. Systematically varied brand spend to measure organic absorption of branded demand, validating that most branded clicks are not incremental.

Results

• Validated organic absorption of branded demand
• Data-driven budget reallocation from brand to non-brand
• Week 3 example: +15 surplus paid MQLs, +18 surplus organic MQLs

Platforms