Non-brand ads and BSC have a larger impact on offline sales during the holidays.
In this study, we analyzed different Bing Ads ad types to understand their impact on online and offline revenue.
Brand campaigns often get the lion’s share of credit when measuring revenue impact, because last-click attribution models show branded keywords as the last-touch point prior to purchase. This leads advertisers to neglect their non-brand and shopping campaigns in favor of brand campaigns.
While Bing Ads brand campaigns may drive the most online and offline revenue, don’t discount the impact of category and shopping campaigns – especially during the holidays.
During the non-holiday time period, this retailer’s offline revenue contribution was 69% brand campaigns, 14% non-brand, and 17% Bing Shopping Campaigns (BSC), while online revenue contribution was weighted even more toward brand campaigns, with 79% brand, 10% non-brand, and 11% BSC.
For the holiday period, we see a shift in revenue drivers in favor of non-brand and BSC. This retailer now sees 54% brand, 26% non-brand, and 20% BSC for offline revenue contribution, and 68% brand, 19% non-brand, and 13% Bing Shopping Campaigns for online revenue contribution.
In conclusion, while non-brand and Bing Shopping Campaigns are always an important component to paid search campaigns, their impact rises 48% for offline and 52% for online revenue during the holidays.
Offline and online revenue contribution by ad type