Challenge Overcome
Superdrug understood the true value behind their search marketing – identifying how much their paid search activity was cannibalizing their organic coverage.
Approach Taken
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.
Value Delivered
Superdrug built a complete and holistic understanding of all activity – driving channel performance and delivering ROI. Overall they saw a £53.3k incremental return from total search, a 102% increase in total ROAS, and a 50% decrease in CPCs.
