ADTECH CLIENT: PREMIUM HOME GOODS BRAND
Premium Home Goods Brand Finds Google Brand Search 94% Overvalued; Increases Total ROAS 13% via Reallocation
The team leveraged the Measured cross-channel measurement tools to evaluate the true value of these Google ad channels.
A home-wear brand is unable to effectively measure the performance of its Google Search and Shopping campaigns. This hinders the brand's ability to optimize ad spend and maximize ROI.
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Home Wear
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A geo-holdout experiment revealed a significant discrepancy between Google's reported data and actual sales lift for a home-wear brand, with Brand Search overvalued and Shopping undervalued.
By bypassing platform limitations and comparing sales in test and control markets, Measured uncovered the true impact of each channel, enabling a 13% ROAS increase through budget reallocation from Brand Search to Shopping, demonstrating the power of data-driven optimization and privacy-friendly measurement for unlocking true ROI.
A geo-holdout experiment revealed a significant discrepancy between Google's reported data and actual sales lift for the home-wear brand's campaigns.
Brand Search was overvalued, driving only 6% of sales compared to Google's reporting.
They compared sales in test markets with no Google campaigns to control markets with active campaigns. This bypassed platform limitations and provided a clear picture of each channel's true impact.
13% ROAS increase
The true impact of each channel, enabling a 13% ROAS increase through budget reallocation from Brand Search to Shopping, demonstrating the power of data-driven optimization and privacy-friendly measurement for unlocking true ROI.
Shopping was undervalued, driving 115% of sales compared to reports.
Based on the findings, the budget was shifted from Brand Search to Shopping, resulting in a 13% ROAS increase.
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Utilizing Measured’s data science-driven market selection process, backed by 2 years of brand conversion data, the brand deployed a three-cell test (Google Brand, Google Non-Brand, and Control) in highly-correlated states, allowing the brand to test media impact with minimal business investment while ensuring that the results would be indicative of their national market performance.
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“With Measured, we gained clear, definitive insight into one of our most profitable channels. It gave us the direction we needed to allocate our ad spend based on real data, not platform black boxes, so we can operate with insight and precision. “
VP of Growth
