Results That Are Anything but Marginal for Superdrug - Freedom Award, Outstanding Client Services Winner - Incubeta - The Independent Agency Awards 2022

Campaign Summary:

As one of the biggest Health and Beauty retailers in the UK, Superdrug stock hundreds of brands within a crowded market. With increased competition over ad space within the SERP and challenges around the marginal value of well performing products, Superdrug needed a way to maintain market share and simultaneously increase profitability across multiple key categories, whilst continuing to use Paid Search as a performance-driven channel.

To achieve this, Incubeta and Superdrug decided to deviate from the standard Google Search set-up, reevaluating how to take it to the next level. We found that, although some campaigns performed well based on a ROAS basis, the margin on these products was low, therefore, these were not the strongest areas to invest in. Products with a higher margin were a better candidate for investment, but how could we identify those and measure the effectiveness of this strategy shift?

We collaborated with our tech team to build a system that measured the profit of every order made through a PPC ad. We were then able to track the margin and profitability of our activity on a daily basis, and make optimisation decisions, which then led to the profitability of our activity increasing month on month, with some categories such as skincare reaching profit increase of over 18,000% in only one month.