{"id":1056,"date":"2024-11-20T00:00:00","date_gmt":"2024-11-19T22:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv.wpdns.site\/our-work\/delivering-incrementality-for-superdrug\/"},"modified":"2026-02-13T13:50:10","modified_gmt":"2026-02-13T11:50:10","slug":"delivering-incrementality-for-superdrug","status":"publish","type":"case-studies","link":"https:\/\/incubeta.com\/ch\/our-work\/delivering-incrementality-for-superdrug\/","title":{"rendered":"Delivering Incrementality with Machine Learning"},"content":{"rendered":"<h2>Challenge Overcome<\/h2>\n<p>Superdrug understood the true value behind their search marketing &#8211; identifying how much their paid search activity was cannibalizing their organic coverage.<\/p>\n<h2>Approach Taken<\/h2>\n<p>Superdrug worked with Incubeta to identify areas of opportunity, guide optimizations and achieve maximum incrementality. Leveraging machine learning within a data driven approach that automated paid bidding decisions in line with a search terms organic position.<\/p>\n<h2>Value Delivered<\/h2>\n<p>Superdrug built a complete and holistic understanding of all activity &#8211; driving channel performance and delivering ROI. Overall they saw a \u00a353.3k incremental return from total search, a 102% increase in total ROAS, and a 50% decrease in CPCs.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Superdrug built a complete and holistic understanding of all activity &#8211; driving channel performance and delivering ROI. Overall they saw a \u00a353.3k incremental return from total search, a 102% increase in total ROAS, and a 50% decrease in CPCs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Utilizing our bespoke search management platform, Seamless Search we delivered -50% Lower CPC\u2019s with a minimal disruption to CTR.<\/p>\n","protected":false},"featured_media":5512,"template":"","meta":[],"approach":[24],"solution":[],"industry":[22],"market":[15],"class_list":["post-1056","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","approach-adaptive-automation","industry-beauty-health-pharma","market-uk"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies\/1056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies"}],"about":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/types\/case-studies"}],"version-history":[{"count":0,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies\/1056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/media\/5512"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/media?parent=1056"}],"wp:term":[{"taxonomy":"approach","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/approach?post=1056"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/solution?post=1056"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/industry?post=1056"},{"taxonomy":"market","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/market?post=1056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}