Experiment context
Hypothesis. Higher bids were expected to increase Search impression share, top-of-page visibility, CR and AOV enough to keep or reduce CPO.
How the test ran. Control campaigns used standard bids and test campaigns used increased bids across several directions and regions.
Traffic split. 70/30 for service3; 50/50 for other directions.
Performance results
N/A means the metric cannot be calculated because the baseline is zero or the metric does not apply; — means no source value was provided.
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_de_project-gamma_service3_c1 | 1,614 | 349 | 579.06$ | 21.62% | 1.66$ | 64.44% | 34.25% | 92.45% | 35.56% | 52.04 | 11.13$ | 2,132.39$ | 59.59% | 14.91% | 0.00% | google_search_de_project-gamma_service3_c1 | 41 | 1,892.22$ | 14.12$ | 46.15$ | 17 | 800.74$ | 34.06$ | 47.10$ |
| google_search_de_project-gamma_service3_c1 test bids | 945 | 223 | 730.30$ | 23.60% | 3.27$ | 75.85% | 67.45% | 95.14% | 24.15% | 18.84 | 38.77$ | 1,106.44$ | 72.17% | 8.45% | 0.00% | google_search_de_project-gamma_service3_c1 test bids | 8 | 309.50$ | 91.29$ | 38.69$ | 5 | 164.80$ | 146.06$ | 32.96$ |
| change, % | -41.45% | -36.10% | 26.12% | 9.16% | 96.99% | 17.71% | 96.93% | 2.91% | -32.09% | -63.80% | 248.34% | -48.11% | 21.11% | -43.33% | N/A | N/A | -80.49% | -83.64% | 546.36% | -16.17% | -70.59% | -79.42% | 328.80% | -30.02% |
| google_search_us_project-gamma_service3_c1 | 2,086 | 337 | 1,058.82$ | 16.16% | 3.14$ | 45.47% | 46.43% | 86.68% | 54.53% | 56.15 | 18.86$ | 3,241.37$ | 39.43% | 16.66% | 0.00% | google_search_us_project-gamma_service3_c1 | 35 | 1,869.98$ | 30.25$ | 53.43$ | 14 | 349.51$ | 75.63$ | 24.96$ |
| google_search_us_project-gamma_service3_c1 test bids | 840 | 152 | 587.04$ | 18.10% | 3.86$ | 49.87% | 56.89% | 93.38% | 50.13% | 28.63 | 20.50$ | 2,104.55$ | 46.61% | 18.84% | 0.00% | google_search_us_project-gamma_service3_c1 test bids | 12 | 987$ | 48.92$ | 82.25$ | 5 | 333.55$ | 117.41$ | 66.71$ |
| change, % | -59.73% | -54.90% | -44.56% | 12.00% | 22.93% | 9.68% | 22.53% | 7.73% | -8.07% | -49.01% | 8.70% | -35.07% | 18.21% | 13.09% | N/A | N/A | -65.71% | -47.22% | 61.71% | 53.95% | -64.29% | -4.57% | 55.24% | 167.21% |
| google_search_eu_project-gamma_service3_c1 | 4,264 | 834 | 2,412.07$ | 19.56% | 2.89$ | 62.66% | 68.98% | 85.26% | 37.34% | 113.61 | 21.23$ | 5,521.31$ | 53.31% | 13.62% | 0.00% | google_search_eu_project-gamma_service3_c1 | 87 | 3,916.82$ | 27.72$ | 45.02$ | 31 | 1,240.84$ | 77.81$ | 40.03$ |
| google_search_eu_project-gamma_service3_c1 test bids | 1,412 | 334 | 1,013.86$ | 23.65% | 3.04$ | 61.93% | 69.01% | 88.03% | 38.07% | 33.85 | 29.96$ | 1,803.35$ | 54.46% | 10.13% | 0.00% | google_search_eu_project-gamma_service3_c1 test bids | 24 | 1,471.02$ | 42.24$ | 61.29$ | 12 | 870.07$ | 84.49$ | 72.51$ |
| change, % | -66.89% | -59.95% | -57.97% | 20.91% | 5.19% | -1.17% | 0.04% | 3.25% | 1.96% | -70.21% | 41.12% | -67.34% | 2.16% | -25.62% | N/A | N/A | -72.41% | -62.44% | 52.37% | 36.14% | -61.29% | -29.88% | 8.58% | 81.14% |
Result. Unsuccessful overall: CPO increased in two of three regions. The US benefit came from higher AOV rather than better conversion efficiency.
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_project-gamma_service6_c1 | 557 | 88 | 269.69$ | 15.80% | 3.06$ | 67.70% | 45.16% | 92.20% | 32.30% | 4.50 | 59.93$ | 236.73$ | 62.66% | 5.11% | 0.00% | google_search_us_project-gamma_service6_c1 | 2 | 86.46$ | 440.51$ | 43.23$ | 0 | 0$ | N/A | N/A |
| google_search_us_project-gamma_service6_c1 test bids | 479 | 81 | 268.89$ | 16.91% | 3.32$ | 70.09% | 45.74% | 94.32% | 29.91% | 10 | 26.89$ | 754.64$ | 66.16% | 12.35% | 0.00% | google_search_us_project-gamma_service6_c1 test bids | 8 | 672.97$ | 69.70$ | 84.12$ | 2 | 125.88$ | 0.25$ | 62.94$ |
| change, % | -14.00% | -7.95% | -0.30% | 7.03% | 8.50% | 3.53% | 1.28% | 2.30% | -7.40% | 122.22% | -55.13% | 218.78% | 5.59% | 141.68% | N/A | N/A | 300.00% | 678.36% | -84.18% | 94.59% | N/A | N/A | N/A | N/A |
| google_search_eu_project-gamma_service6_c1 | 1,809 | 442 | 881.03$ | 24.43% | 1.99$ | 78.51% | 54.35% | 93.77% | 21.49% | 15.16 | 58.12$ | 1,557.57$ | 73.67% | 3.43% | 0.00% | google_search_eu_project-gamma_service6_c1 | 19 | 1,680.87$ | 14.19$ | 88.47$ | 3 | 145.13$ | 89.90$ | 48.38$ |
| google_search_eu_project-gamma_service6_c1 test bids | 1,344 | 268 | 557.57$ | 19.94% | 2.08$ | 83.12% | 50.76% | 92.83% | 16.88% | 16.41 | 33.98$ | 1,043.73$ | 77.17% | 6.12% | 0.00% | google_search_eu_project-gamma_service6_c1 test bids | 14 | 884$ | 19.21$ | 63.14$ | 7 | 297.11$ | 38.41$ | 42.44$ |
| change, % | -25.70% | -39.37% | -36.71% | -18.38% | 4.52% | 5.87% | -6.61% | -1.00% | -21.45% | 8.25% | -41.53% | -32.99% | 4.75% | 78.43% | N/A | N/A | -26.32% | -47.41% | 35.31% | -28.63% | 133.33% | 104.72% | -57.27% | -12.26% |
| google_search_ww_project-gamma_service6_c1 | 93 | 9 | 5.53$ | 9.68% | 0.61$ | 77.59% | 80.00% | 91.11% | 22.41% | 0 | 0$ | 0$ | 70.69% | 0.00% | 0.00% | — | — | — | — | — | — | — | — | — |
| google_search_ww_project-gamma_service6_c1 test bids | 109 | 22 | 31.23$ | 20.18% | 1.42$ | 94.64% | 84.91% | 98.11% | 5.36% | 0 | 0$ | 0$ | 92.86% | 0.00% | 0.00% | — | — | — | — | — | — | — | — | — |
| change, % | 17.20% | 144.44% | 464.74% | 108.47% | 132.79% | 21.97% | 6.14% | 7.68% | -76.08% | N/A | N/A | N/A | 31.36% | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
Result. Successful in US and EU: CR increased while CPO decreased; WW volume was too low for a confident conclusion.
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_project-gamma_service7 | 1,594 | 95 | 307.55$ | 5.96% | 3.24$ | 25.67% | 31.08% | 55.80% | 74.33% | 2.82 | 109$ | 171.27$ | 14.32% | 2.97% | 0.00% | google_search_us_project-gamma_service7 | 3 | 240.56$ | 102.52$ | 80.19$ | 0 | 0$ | N/A | N/A |
| google_search_us_project-gamma_service7 test bids | 2,151 | 115 | 452.84$ | 5.35% | 3.94$ | 31.73% | 37.44% | 55.26% | 68.27% | 4 | 113.21$ | 177.23$ | 17.55% | 3.48% | 0.00% | google_search_us_project-gamma_service7 test bids | 3 | 151.97$ | 150.95$ | 50.66$ | 0 | 0$ | N/A | N/A |
| change, % | 34.94% | 21.05% | 47.24% | -10.23% | 21.60% | 23.61% | 20.46% | -0.97% | -8.15% | 41.84% | 3.86% | 3.48% | 22.56% | 17.17% | N/A | N/A | 0.00% | -36.83% | 47.24% | -36.83% | N/A | N/A | N/A | N/A |
| google_search_eu_project-gamma_service7 | 2,161 | 158 | 381.33$ | 7.31% | 2.41$ | 46.46% | 47.25% | 61.29% | 53.54% | 4 | 95.33$ | 257.83$ | 28.48% | 2.53% | 0.00% | google_search_eu_project-gamma_service7 | 6 | 326.23$ | 63.55$ | 54.37$ | 2 | 168.04$ | 190.66$ | 84.02$ |
| google_search_eu_project-gamma_service7 test bids | 2,682 | 216 | 659.78$ | 8.05% | 3.05$ | 55.23% | 53.14% | 63.88% | 44.77% | 4.45 | 148.38$ | 378.21$ | 35.30% | 2.06% | 0.00% | google_search_eu_project-gamma_service7 test bids | 2 | 109.58$ | 329.89$ | 54.79$ | 0 | 0$ | N/A | N/A |
| change, % | 24.11% | 36.71% | 73.02% | 10.12% | 26.56% | 18.88% | 12.47% | 4.23% | -16.38% | 11.25% | 55.65% | 46.69% | 23.95% | -18.58% | N/A | N/A | -66.67% | -66.41% | 419.06% | 0.77% | -100.00% | -100.00% | N/A | N/A |
Result. Unsuccessful: visibility improved, but the US effect was marginal and EU CPO increased 56%; do not scale.
| Campaign | Impr. | Clicks | Cost | CTR | Avg. CPC | Search impr. share | Impr. (Abs. Top) % | Impr. (Top) % | Search lost IS (rank) | Conversions | Cost / conv. | Conv. value | Search top IS | Conv. rate | Search lost IS (budget) | Session campaign | Transactions (all users) | Total revenue (all users) | CPO | AOV | Transactions (first purchasers) | Total revenue (first purchasers) | CAC | FP AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| google_search_us_project-gamma_pve-service11 | 3,113 | 154 | 633.54$ | 4.95% | 4.11$ | 36.17% | 42.89% | 65.99% | 63.83% | 14.03 | 45.16$ | 734.08$ | 23.87% | 9.11% | 0.00% | google_search_us_project-gamma_pve-service11 | 13 | 761.89$ | 48.73$ | 58.61$ | 3 | 149.97$ | 211.18$ | 49.99$ |
| google_search_us_project-gamma_pve-service11 test bids | 4,464 | 240 | 1,444.07$ | 5.38% | 6.02$ | 49.50% | 60.71% | 73.27% | 50.50% | 17.83 | 80.98$ | 1,423.83$ | 36.27% | 7.43% | 0.00% | google_search_us_project-gamma_pve-service11 test bids | 14 | 2,398.27$ | 103.15$ | 171.30$ | 4 | 510.95$ | 361.02$ | 127.74$ |
| change, % | 43.40% | 55.84% | 127.94% | 8.69% | 46.47% | 36.85% | 41.55% | 11.03% | -20.88% | 27.08% | 79.32% | 93.96% | 51.95% | -18.44% | N/A | N/A | 7.69% | 214.78% | 111.66% | 192.29% | 33.33% | 240.70% | 70.95% | 155.53% |
| google_search_eu_project-gamma_pve-service11 | 3,569 | 310 | 975.41$ | 8.69% | 3.15$ | 47.49% | 68.28% | 80.11% | 26.45% | 11.12 | 87.69$ | 598.48$ | 38.05% | 3.59% | 26.06% | google_search_eu_project-gamma_pve-service11 | 16 | 886.30$ | 60.96$ | 55.39$ | 1 | 42.05$ | 975.41$ | 42.05$ |
| google_search_eu_project-gamma_pve-service11 test bids | 2,319 | 246 | 1,133.98$ | 10.61% | 4.61$ | 53.84% | 79.85% | 86.60% | 19.17% | 13.96 | 81.22$ | 1,251.11$ | 46.64% | 5.68% | 26.99% | google_search_eu_project-gamma_pve-service11 test bids | 8 | 407.52$ | 141.75$ | 50.94$ | 3 | 170.16$ | 377.99$ | 56.72$ |
| change, % | -35.02% | -20.65% | 16.26% | 22.09% | 46.35% | 13.37% | 16.94% | 8.10% | -27.52% | 25.54% | -7.38% | 109.05% | 22.58% | 58.22% | 3.57% | N/A | -50.00% | -54.02% | 132.51% | -8.04% | 200.00% | 304.66% | -61.25% | 34.89% |
Result. Mixed: EU improved CR 58% and reduced CPO 7%; US CPO increased 79%, although AOV nearly tripled. Scale only with regional controls.
Conclusions
Overall verdict: selective rollout.
- service3: unsuccessful overall; CPO increased in two of three regions.
- service6: successful in US and EU, with higher CR and lower CPO; WW lacked enough volume.
- service7: unsuccessful; the visibility gain did not produce acceptable transaction economics.
- service11: successful in EU and mixed in US because higher AOV partly offset the CPO increase.
Higher bids are economically justified when CPC grows only marginally or when the traffic mix produces a material AOV uplift. Scale by region and direction rather than applying a universal bid increase.