Ask How would you design an SEM campaign test to isolate the true incrementality of branded search ads?

[Dean101]

First, split regions or audiences so one group sees branded ads while a matched control does not. Then track conversions, clicks, and downstream revenue from brand queries only. To avoid organic cannibalization noise, I would also monitor impression share shifts and compare against historical baselines. Running time-based on/off rotations helps confirm stability. Query logs show whether ads drive new demand or just capture existing intent.