In an effort to test something new, Peter’s team ran a new display campaign alongside their video and search ads. After the test phase, the marketing director complained about an increase in their digital marketing spend due to adding a new type of campaign. What did they forget to take into account?

✅  The correct answer is:

Proving incremental impact

Question:

In an effort to test something new, Peter’s team ran a new display campaign alongside their video and search ads. After the test phase, the marketing director complained about an increase in their digital marketing spend due to adding a new type of campaign. What did they forget to take into account?

Solution:

  • Establishing a baseline
  • Measuring view-through conversions
  • Creating a focused question
  • Proving incremental impact