Incrementality Testing
Paid Search non-brand text was proving to be a very cost-effective driver of quality offsite traffic to Facebook Marketplace. To scale the channel effectively, Facebook partnered with Ovative to validate the incremental value of Paid Search.
1.7M
Annual conversions driven
APPROACH
Robust measurement with incrementality testing
Ovative developed a robust incrementality test to precisely measure the incremental impact of non-brand search on conversions. By scaling investment 6x in a heavy-up test geo, Ovative confirmed that non-brand text drives statistically significant conversions for Facebook Marketplace.
IMPACT
Incrementality testing provided data confidence
Ovative’s innovative measurement approach enabled Facebook to confidently make key budget and media mix decisions that drove business growth for the upcoming year.
1.7M
Annual conversions driven
“The successful results helped us realize what a critical partner we have in Ovative. When we needed to deliver against one of our most important goals, the team stepped up to the challenge and helped us meet it head on.” – Deryck Boulanger, Manager, Decision Science at Facebook
22%
CPC below target
