Winning big by increasing Average Revenue Per User by 113%

Kindred Group had three clear objectives when it came to the paid search channel:

1. Conduct keyword expansion to support wider growth targets.
2. Optimise towards Average Revenue Per User (ARPU).
3. Increase the synergies with other channels and teams, such as SEO and Affiliates, to increase cross-channel efficiency.

To meet broad objectives, Kindred Group were looking for a complete competitive intelligence solution to empower search strategy and growth. They were also looking to benefit from Adthena’s machine learned search intelligence, and to capitalise on insights to achieve their goals.

Kindred Group used Adthena’s Search Term Opportunities feature to discover keyword opportunities identified by machine learning. By focusing their paid search investment around insights from the competitive search marketplace, they were able to optimise campaigns towards increasing Average Revenue Per User, and in one instance saw an increase in this metric by as much as 113% (30 day ARPU, Sportsbook).

Adthena’s brand infringement features have helped them keep a watchful eye on aggressive bidding from competitors and affiliates, and expanding generic search terms has also meant greater synergy with their SEO campaigns.

“Adthena allows us to see what competitors are doing in almost real time. We’ve managed to use the insights we get to optimize campaigns towards ARPUs, and to increase cross-channel efficiency with the SEO team. The competitive intelligence we get from Adthena has had a wide reaching positive impact on our business.”