Topic: demand creation
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Why Your Search & Shopping Ads Stop Scaling
Google Ads is a demand capture channel that places ads in front of users already searching, meaning it cannot create new search volume or demand on its own. To achieve growth beyond existing search volume, marketers must invest in demand creation through channels like social media, PR, and conten...
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Incrementality: The True Measure of Marketing Impact
Incrementality measures the actual additional conversions and revenue directly caused by marketing campaigns, distinguishing true impact from mere correlation. It is typically assessed through methods like randomized holdout testing or geographic comparisons, comparing exposed groups to control g...
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