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How to measure incremental impact from Brand paid search while Performance Max is on?
I’m looking to measure the incremental revenue generated by brand paid search campaigns on Google Ads. Currently, we run three distinct campaign types: generic, brand, and Performance Max.
We aim to run a geo test (matched market test) but we’re struggling to design a test. We need to understand the true incremental value of our brand paid search, but can’t simply turn it off in certain geos without it being absorbed by the PMax campaign.
Our main issue lies with the PMax campaign as it also includes brand. As a result, it is not possible to exclude brand from PMax for particular geos if we turn off our brand paid search there. This creates a challenge in assessing the incremental impact of our brand paid search campaigns.
The other way is quite easy to measure the impact of PMax since we can measure it by turning off PMax in certain geos and other campaign types would not contaminate the test.
Do you have any recommendations on how to run a geo test with brand when PMax is also running?
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1 Reply
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Would it be problematic to:
– exclude branded keywords from PMAX
– wait 4 to 6 weeks
– run the geo test by shutting down Brand ?
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Also, if that may help you design the test, the promise of Google is that PMAX take precedence over Search campaigns if you are bidding on the keyword in Exact match in a Search campaign (in the same account)
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