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Our paid search campaigns include ads on the company name, but many people searching for us may already know the brand. The platform reports conversions for those ads, yet that doesn’t tell me whether the ads created new demand or simply received credit for customers who would have clicked an organic result.
What’s a credible way to measure branded search lift without confusing attribution with actual incremental sales? I’m especially curious how teams handle a test when they can’t turn branded ads off everywhere at once.
