Methods of measuring the impact of paid search on other channels

What's the most effective methodology for measuring the impact of paid search on other digital channels?

There are two approaches--direct and indirect. Direct would be through the use of a Multi-Touch Attribution model. With this, you can directly see what other channels were supported by the participation of PPC. Indirect is a bit trickier--you need to be able to quarantine off a control group, which wouldn't be exposed to PPC. Since most PPC isn't user-level targeted, you might have to do this with something like Geography, or segments of your product catalog. Then, you could compare the performance of the PPC-included segment versus that of the PPC-excluded. If the difference is statistically significant, then PPC helped.

Have questions?  Drop me a line via the Contact form--I love to talk shop.

Up and to the right!