I am trying to figure out if we should lower our Amazon advertising spend. How do you treat products advertised on Amazon? (If you're curious, see next tweet for what advertising on Amazon looks like)
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incrementality in short is the marginal volume lift you get per marginal $ of ad spend. You can quantify it by pausing, lowering, and scaling various keywords you're bidding on and comparing the marginal decrease/increase Some data here: http://searchengineland.com/the-data-behind-incrementality-on-amazon-330294 …pic.twitter.com/VggK4ywq4I
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@ 180k/yr i'd say it's a good use of time to put together an Excel model looking at: topline revenue vs adspend gross margin vs adspend You can get some learnings from past data, just be careful to control for seasonality
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I have that. I just don't turn it on and off. It's hard to do.pic.twitter.com/2XZMHsrRl4
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