Case Study: RBC optimizes ad spend and uncovers incremental impact with Skai’s Impact Navigator

RBC Optimizes Spend on Google and Facebook with Skai’s™ Impact Navigator

Royal Bank of Canada (RBC), one of North America’s leading financial services companies, wanted to better understand the true business impact of its Google and Facebook advertising investments in its retail banking line of business. In a crowded Canadian financial services market, RBC needed clearer guidance for planning, decision-making, and ongoing experimentation. Skai supported this effort with its Impact Navigator incrementality measurement solution.

Skai designed and ran an eight-week geo-split experiment to measure the incremental impact of Google Search, Google Discovery, and Facebook ads individually and in combination. The results showed that both Google and Facebook drove new account openings and were undervalued by standard attribution by more than 10X, with Google delivering greater incremental lift and Facebook likely being underinvested; together, the channels created even stronger lift than either alone. Based on these findings, RBC is continuing to invest in both channels and plans further tests to explore increased spend and specific tactic optimization.

RBC