Matt Shenton, a top 100 most influential PPC expert, shares what he’s grateful for this year: incrementality threshold updates. Here’s why:
“Search is going through one of the most exciting periods of change in years - new behaviours, new surfaces, and new ways people discover what they need. With that shift, marketers are being pushed harder than ever to prove incrementality, not just efficiency. That’s why Google lowering its incrementality thresholds from $100k to $5k has been such a meaningful update. It finally makes testing accessible, especially when paired with better ways to connect offline data and external sources of truth. The result: we can validate impact faster, make smarter optimization decisions, and ultimately feel far more confident that every dollar in Google Ads is truly working as hard as it can.”
Learn more here → https://goo.gle/4a1cTo4