Forever New set out to capture the full search opportunity across organic and paid channels. Partnering with Incubeta, focus was given to unlocking greater value from total search investment.
The Challenge
Forever New aimed to capture total search opportunity across organic and paid search, while driving maximum results from its search investment. This required a clearer understanding of how both channels could work together to deliver stronger overall performance, rather than operating in isolation.
The Solution
Incubeta deployed Seamless Search across Forever New’s brand, brand generic and selected brand keywords.
By leveraging total search performance, bids were set based on incrementality – ensuring paid activity was aligned to organic impact and focused on growing combined contribution of both channels.
This approach enabled search to be managed as a single, performance-driven ecosystem.
The Result
By focusing on total search performance and optimizing based on incrementality, Forever New achieved a 48% increase in Total Search Revenue and a 47% increase in Total Search Margin – demonstrating the power of managing search as one connected growth driver rather than separate channels.
“Seamless Search helped us answer the age-old question of if, when and how we bid on our branded search terms. By optimizing towards total search instead of just paid outcomes, we’ve been able to drive improvement in the total search margin and revenue contribution, while navigating a competitive auction environment.”
– Callum Shaw, Head of Digital & eCommerce, Forever New
