Measuring impact from display ads

neil.fiedler · May 2023

I have a hypothesis (that I can’t figure out how to prove) that display ads, though they don’t bring direct conversions, provide a ‘lift’ to other marketing channels like inbound and direct traffic.

Have any customers here (or your internal marketing team) had any success showing the lift that display ads provide to accounts that they’re targeting vs. accounts they aren’t showing display ads to? Thanks!!

[Deleted User] · May 2023

Hi @neil.fiedler. I agree with your hypothesis. We built and ran a test for this a few years back. It's dated and doesn't perfectly align with your hypothesis, but it shows that accounts receiving only display ads do increase buying stage more so than accounts that don't.

We created a static segment of accounts that were the test group. It was 50 target in-market stage accounts in the 500-1000 employee range. We then broke that out into two separate static segments and served display ads only to 35 of those accounts and no ads to 15. The accounts were chosen at random and all other campaigns were set up to exclude this segment. So no LinkedIn ads, FB ads, or other display campaigns were reaching these.

Results:

20 out of 35 accounts increased buying stage. Or 57%. One of these even become an open opportunity during the test time period.

4 out of 15 accounts that did not get ads increased buying stage. Or 27%.

Hope that helps,

Kyle

charlotte.spangler · May 2023

I did a similar test! Excluded a segment of accounts and ran no ads to them (I split it by looking at the states alphabetically and using first half of alphabet vs last half), and ran ads to another. Saw a significant increase in site visits + stage increases for the accounts that received ads.

Measuring impact from display ads

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