Cross-Channel Measurement without an MTA or MMM model

How do you show the value of your awareness media using paid search if you don’t have access to an MTA or MMM model (aka the low budget / old fashioned way)?

Search Volume Analysis: Monitor changes in search volume for branded and non-branded keywords during and after ad campaigns. An increase in searches often indicates a positive impact of awareness ads.

Paid Search Metrics: Analyze changes in paid search metrics such as click-through rate (CTR), conversion rate, and cost per click (CPC) during and after an ad campaign. Look for spikes or improvements in these metrics correlating with ad flights.

Match Airings with Search Data: If you have multiple flights you can compare the timing of ads with changes in search metrics. Look for patterns where search activity increases following ad flights or heavy-ups.

Use Industry Tracking Tools: Nielsen or Kantar can provide insights into how ads affect online search behavior via a search lift study that can sometimes be added on for free.