Delivering huge returns on Google campaign spend
Brief
A global program to optimize Google’s brand marketing through creative testing and optimization.
Actions
We rolled out creative testing for 13 environments, including all the major social media platforms, across 24 markets.
We integrated a clear action framework into the initial results phase of each creative test. Google media spend was maximized behind the creatives with the highest brand lift, resulting in a 2.3x increase in real-world campaign performance.
2.3x increase in brand campaign performance
Testing over 1,000 Google ads globally in a single quarter. Real world brand lift was observed more than twice as often when campaign media was optimized using creative pre-testing recommendations from Incubator.