Take the following scenario: In this case, you measure 400 clicks for paid search. However, only 200 of those clicks are additional clicks to your search overall (because 200 clicks are the same clicks from organic search). This means that 50% of your paid search clicks are incremental.
In addition to calculating incremental values on results, you can also adjust goals bas on the incremental values. This approach may be more actionable in your daily optimization.
4. Putting it all together: How to adjust goals bas on increments
If you have segment your brand keywords, you can bolivia phone number library calculate new targets. This is calculat in the following way:
Use CPA goal: CPA goal x incremental rate
Set ROI target: ROI target/growth rate
Below you can find an example of how the calculations are done with CPA targets: The CPA targets for brand keywords are very different when you factor in incrementality. So in practice, brand keywords tend to have strong performance, but you can see that performance has been very strong.
Bas on the new goals for each segment, you can manage bids on your brand keywords. This will mean that you will not always get the top position. But that’s okay. You will only invest the maximum amount that will benefit your business. The money you save will pay off better elsewhere (for example, on generic keywords.
Final Thoughts
To develop a solid brand strategy, be sure to research:
What do your brand SERPs look like? How popular are how to write product descriptions that will multiply your sales resellers, competitors, news articles, and Google products?
The more hostile your brand SERPs are, the more aggressive your branding strategy should be.
Which brand keywords share common characteristics?
Segment your keywords so that you can create separate bulk lead targets for each segment.
What is the incremental growth for your brand keywords?
Create on/off experiments to discover or use estimates bas on tests with similar advertisers.
How does all of this affect your goals?
Adjust the target of the creat segment bas on the incremental level. Using regular bid management, you can now work towards this target, just like you did with generic keywords.
