The DMA geographic split test resulted in Adlucent's campaigns achieving significantly higher revenue for all categories in the third month of the test. Overall, Adlucent's campaigns achieved 7% higher revenue for the three months and with ROAS improving MoM. In the last month of the test, Adlucent's campaigns had 31% higher revenue and 22% higher ROAS compared to the SA360 campaigns.
Throughout the entirety of the test, the Adlucent campaigns observed higher traffic at cheaper CPCs and brought in more new users than SA360.
Because the SA360 budget bidding solution has a learning period when budgets are changed each month, the SA360 campaigns would decrease traffic and revenue at the beginning each month. Because the Deep Search bidding solution does not have a learning period, we were able to capture revenue SA360 missed during periods when budgets were adjusted at the beginning of each month and through holidays/seasonal periods.