Case Study: The Feed boosts brand search efficiency with Polar Analytics

The Feed cuts branded search traffic cannibalization by 14% with Polar Analytics

The Feed, an online retailer specializing in sports nutrition, faced a challenge in determining if its $25,000 monthly spend on Google brand search campaigns was driving incremental traffic and conversions. To test this, they partnered with vendor Polar Analytics and used its Causal Lift product to run a geo holdout incrementality test.

Polar Analytics implemented a controlled experiment by splitting the U.S. audience and selectively deactivating ads in specific states. The results showed strong organic cannibalization, with a 14% drop in organic traffic when ads were on, and only a 2% total traffic lift at a highly inefficient cost per acquisition of $950. These insights from Polar Analytics allowed The Feed to optimize its budget allocation and prompted a broader shift towards more cost-effective marketing strategies.

The Feed