marketing-brand-cannibalisation

The Skill evaluates paid search campaign effectiveness by comparing it against organic search traffic. It utilizes auction insights and position data from Google Ads and Search Console to determine incremental versus cannibalized spend.

Brand campaign cannibalisation in ecommerce marketing occurs when paid search ads capture demand that would have been acquired organically. Analyzing this helps determine if ad spend is truly incremental or simply replacing free organic traffic.

You can decide whether to keep, refresh, watch, or kill brand campaigns by analyzing auction insights and position data. This evaluation reveals whether your paid search spend is generating incremental demand or cannibalizing organic traffic.

Yes, Google Search Console data is required alongside Google Ads and a brand keyword list. Comparing these sources allows the analysis to accurately determine if paid campaigns are capturing demand that organic search would have acquired.

Auction insights and position data determine incremental versus cannibalized spend by evaluating how paid search campaigns perform against organic search demand. This comparison reveals whether paid ads are stealing clicks from your own organic listings.