We set out to produce a robust testing methodology with a view to running this for four weeks, or until statistical significance was achieved. Findings would inform future strategy and determine where time and budget would be best spent moving forward.
We monitored activity throughout the testing period, looking at impression volume, branded traffic, CTR and conversions from the brand term in our control and test locations. These metrics allowed us to determine whether switching off Brand impacted visibility, traffic and on-site revenue.
How could we future proof our insights?
Too often when testing brand incrementality, businesses are sometimes inclined to switch off completely, and compare results either vs. previous period of previous year. This wouldn’t allow for context to be taken into account.
We chose a period where minimal external factors would come into play - stores were back open, lockdown had eased and no sales were running. Therefore, we could compare two test groups within a controlled period, and be confident that the results would sustain relevance.