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Informative Article | Science and Technology | India | Volume 10 Issue 12, December 2021 | Rating: 5 / 10
Real Impact of Search Advertising on Sales
Tarun Gupta [7] | Supriya Bansal [6]
Abstract: This research paper examines the changing environment of digital marketing, particularly the effect of search advertising on incremental revenue. It introduces a novel method nicknamed "RealROAS" for accurately evaluating the influence advertising has on sales. The study uses two real-life case studies, Campaign A and Campaign B, to show the practical implementation of RealROAS. The results reveal that traditional metrics like repROAS can be deceptive, while RealROAS provides a refined assessment of the incremental sales effect by incorporating new and existing brand consumers in ROAS calculations. Future research in this discipline should focus on refining Real ROAS metrics, enhancing correlation modeling, and conducting cross-channel analyses, among other areas. Overall, this paper offers helpful information for marketers, advertisers, and researchers pursuing greater comprehension of the complex connection between search advertising and incremental sales.
Keywords: ROAS, Incremental sales impact, Search advertising, Attribution modeling, Advertising Cannibalization, Paid media campaigns, E-commerce
Edition: Volume 10 Issue 12, December 2021,
Pages: 1463 - 1470