How did you approach incrementality? I have some experience in this area, and ge... | Hacker News

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		edmundsauto on April 27, 2020 \| parent \| context \| favorite \| on: I Spent $6M on Google Ads Last Year How did you approach incrementality? I have some experience in this area, and get frustrated when marketers talk in terms of ROAS/ROI, without discussing the return compared to other options. The ultimate goal of the marketer is to use the most effective, scalable channels. The optimization isn't against a fixed goal (CPA), but against the entire universe of ways to spend each marketing dollar.

soared on April 27, 2020 [–]

If you're running $6MM in ads, you're spending $500k+ on brand lift and similar studies that give you answers.

edmundsauto on April 29, 2020 | [–]

Not all the time. A previous employer was spending around $350k/mo (for 2+ years) and did no verification outside of ROAS and what Marin told them.

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