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Home

Solutions

Teams

Built for your whole team.

Growth Marketers
Marketing Analysts
Data Analysts

Industries

Trusted by all verticals.

Gaming
Fintech
Travel & mobility
Lifestyle
Ecommerce & Retail
Agencies

Platform

Overview

Learn more about INCRMNTAL's Measurement Platform for Advertisers.

Integrations

Seamlessly connect your marketing and sales data with our integration partners.

Use Cases

Many Possibilities. One Platform.

Marketing Changes
Cross - Platform
Everything

Pricing

Resources

Company

About Us

Let us tell you a little bit about ourselves.

Careers

Discover what it's like to be a part of the INCRMNTAL team.

Contact

Get in touch with the Incrmntal team.

FAQ

Why Did My Google Campaign

Stop Working ?

Where Should You Start Looking ?

After weeks of optimizations, tests, creative variations, price adjustments, negotiations, and lots of coffee - You got everything to work consistently like a swiss clock. The activity is generating an incremental sales lift as proven by your BI team.

Some call this “Nirvana”. The ultimate serenity.


Until something, somewhere, goes wrong. Your campaigns on Google stopped performing. You didn’t change anything! Why did this happen?!?!?!?!

Now you go into an endless search to figure out WHAT HAPPENED.

The Five Stages of Grief: Denial, Denial, Denial, Denial, Denial

This scenario is not rare. Unfortunately it happens regularly. Often it goes the other direction as well (performance is suddenly much better for a period of time), and some of the time - this scenario gets “fixed” by its own.

The most commonly used plausible explanation is “It’s seasonality”

But wouldn’t seasonality affect the campaigns on other vendors as well ?

“It’s Competition” is the second most common excuse. While Competition seems to not affect performance with any other vendor.

Maybe you did make changes in your campaign targeting / budget / goal / price while you were sleeping. Sleepworking is real.

If you don’t move away from denial - you risk the scenario happening again and again without learning why it happened.

 

The WTF Happened Checklist

We consulted with over 20 leading performance marketers and came up with these two things you should check before slamming your head on your keyboard:

 

1. DID Anything Change !?

Google recommends Advertisers set one global campaign, allowing the Google optimization algorithm to do all the work, including the targeting. 

This means that anything from device, demographics, GEO, City, time of day, day of week, price, position, placement, creative may have been changed by the Google Algorithm.

Marketers shared stories with us where Google’s algorithm “decided” to shift traffic from Germany to Egypt, from an extremely successful ad creative to one that generated no traction, from iPhone 12 to iPod touch.

Not everyone knows, but Google has a change log, showing you any changes you or anyone with access to your account made.

 

  2. Did the Google Algorithm make a wrong decision ?

As campaigns target a cohort of users and not only one - media vendors platforms can make their own optimization decisions, thus changing the audience the campaign reaches, causing a change in performance even if performance was stable previously.

Searching for what happens can sometimes feel like a “spot the difference, level 1000” game. There are so many variables that could change that it does sometimes feel like finding a needle in a haystack 🤦

INCRMNTAL is a platform that uses changes to measure value. When campaigns performance changes for better or worse - the platform provides alerts and actionable insights about “what happened” so that you don’t waste time searching for it.


If you want to learn more, visit INCRMNTAL or book a demo today!

 

 

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