Our approach was to conduct a branded incrementality test in certain locations across a specified time period. The test would identify whether branded organic search would capture clicks and revenue lost from reduced PPC spend on branded keywords.
We aimed to maintain revenue driven from brand keywords to allow media budget to be redistributed to areas which could perform better.
We created location test groups for reduced brand spending (excluding these locations and measuring against their previous spend) and measured the impact on paid and organic traffic and conversions in these areas, seeing how the metrics fluctuated, positively or negatively so as to determine whether switching off Paid Brand impacted traffic and overall revenue.
The test was a phased approach, ensuring the process was fair and had limited risk, and the team at Cancer Research UK were kept informed of learnings and next steps through every stage of activity.