Case Study: WillPowders cuts wasted brand search spend and proves zero incrementality with Polar Analytics

WillPowders cuts brand search spend 90% with Polar Analytics

WillPowders, a UK-based health and wellness brand, questioned the necessity of its substantial investment in Google Search campaigns targeting its own brand name. The company partnered with Polar Analytics to determine if this spend was truly driving new traffic or simply paying for clicks that would have occurred organically. They used Polar's Causal Lift incrementality testing to get a definitive answer.

Polar Analytics implemented a controlled test that revealed the brand campaigns provided zero incremental value, as they merely cannibalized organic traffic. Armed with these insights, WillPowders reduced its brand search budget by 90%. This freed up a significant portion of its monthly budget to be reallocated towards more impactful growth strategies, all while maintaining minimal campaigns to monitor for potential competitor activity.

WillPowders