Within the ever-evolving landscape of digital marketing, the ongoing debate on the importance of brand search versus a robust SEO strategy has been a focal point of discussion among our clients. The burning question that frequently arises is whether a well-optimized SEO approach can replace the need for investing in brand search. To demystify this query, our marketing agency embarked on a journey of experimentation and data-driven analysis.

The Challenge:
One of our  clients approached us with a proposition to pause their brand search campaigns, believing that their optimized SEO efforts could seamlessly take over demand generation. Intrigued by this proposal, we decided to delve deeper and provide a conclusive answer.

The Methodology:
To tackle this challenge, we initiated a meticulous match marketing test. Identifying two geographies with comparable performance metrics and demographic profiles, we implemented a controlled experiment by pausing brand search campaigns in one geography while maintaining business as usual in the other, serving as our control group.

Over the course of 90 days, we employed Google Analytics to scrutinize performance metrics across various sources, aiming to discern any notable differences. The objective was to unveil the true impact of brand search on overall performance.

The Revelation:
The results of our experiment were nothing short of eye-opening. For this particular client, brand search emerged as a pivotal driver of success, contributing a staggering 60% incremental value. In practical terms, the geography where brand search was paused witnessed a substantial 60% decline in overall performance.

Key Takeaways:

Brand Search Is Incremental: Contrary to the initial assumption, brand search proved to be a powerful force, augmenting overall performance significantly. The experiment demonstrated that brand visibility and recognition play a crucial role in driving user engagement and conversions.

Comprehensive Marketing Strategy: While SEO remains a cornerstone of digital marketing, our case study emphasizes the importance of a holistic approach. Integrating brand search campaigns complements SEO efforts, creating a synergistic effect that propels overall performance to new heights.

Data-Driven Decision Making: The success of this case study underscores the importance of data-driven decision-making in marketing. By conducting rigorous tests and analyzing performance metrics, we empower our clients to make informed choices that align with their unique business goals.

Considering a Spend Adjustment:
If we were to pull back spend slightly because brand is only 60% incremental, several outcomes might unfold. Competitors, being aware of this, could perceive it as an opportunity to gain a competitive advantage. Here are potential actions competitors might take to capitalize on your reduced spending:

Increase Advertising: Competitors may ramp up their advertising efforts to fill the void left by your reduced spending, capturing the attention of consumers who were previously exposed to your brand.

Promotions and Discounts: Competitors might offer promotions, discounts, or special deals to attract customers who were previously loyal to your brand, enticing them to switch their allegiance.

Market Expansion: Competitors may use the opportunity to expand their market reach, targeting areas or demographics that were previously dominated by your brand.

Conclusion:
In the dynamic realm of digital marketing, the question of brand incrementality is not just a theoretical debate; it’s a practical consideration that can significantly impact a brand’s success. Our case study illuminates the value of brand search and reinforces the notion that a balanced and strategic approach, encompassing both SEO and brand visibility, is the key to unlocking unparalleled marketing success.