What is the modern consensus on cannibalization between PPC and organic search for high volume brand terms in competitive e-commerce niches?
Download run
Fan-out diagram
The searches the AI actually ran for this prompt.
SEED QUERY
What is the modern consensus on cannibalization between PPC and organic search for high volume brand terms in competitive e-commerce niches?
3 real searches · 1 real-search pass
Google Ads brand search incrementality study organic cannibalization e-commerce brand keywords paid search experimentsGoogle ↗
OBSERVEDReason
eBay paid search advertising incrementality brand keywords study organic search cannibalizationGoogle ↗
OBSERVEDReason
Google Ads search ads pause experiment branded keywords organic clicks study paid search incrementalityGoogle ↗
OBSERVEDReason
Badge and edge weight = share of passes that produced the query. Hover a query for its intent and routing format.
Query classes
Google's semantic query class for every sub-query: what kind of answer each search is after, simulated vs real.
ChatGPT real searches (3)
Classes come from the query-classifier (a local Laya model). 2 of 3 calls are low-confidence (under 50%) — hover a query in the table to see its confidence.
Searches and sources
ChatGPT3 real searches · gpt-6
Google Ads brand search incrementality study organic cannibalization e-commerce brand keywords paid search experiments Google ↗
eBay paid search advertising incrementality brand keywords study organic search cannibalization Google ↗
Google Ads search ads pause experiment branded keywords organic clicks study paid search incrementality Google ↗
- Incremental Clicks Impact Of Search Advertising · research.google
- Impact Of Ranking Of Organic Search Results On The Incrementality Of Search Ads · research.google
- Consumer Heterogeneity and Paid Search Effectiveness: A Large‐Scale Field Experiment - Blake - 2015 - Econometrica · doi.org
- Competition and Crowd-out for Brand Keywords in Sponsored Search · business.columbia.edu
- Competition and Crowd-Out for Brand Keywords in Sponsored Search · pubsonline.informs.org
- Do brands need search advertising? · sciencedirect.com
Queries
3 queries · click a column to sort
| Query / type | Search | Intent | Query class | Routing format | Cluster | Freq ↓ | Weight |
|---|---|---|---|---|---|---|---|
Google Ads brand search incrementality study organic cannibalization e-commerce brand keywords paid search experiments OBSERVED | Google ↗ AI Mode ↗ | — | Reason | — | — | 1x of 1 | |
eBay paid search advertising incrementality brand keywords study organic search cannibalization OBSERVED | Google ↗ AI Mode ↗ | — | Reason | — | — | 1x of 1 | |
Google Ads search ads pause experiment branded keywords organic clicks study paid search incrementality OBSERVED | Google ↗ AI Mode ↗ | — | Reason | — | — | 1x of 1 |