Adthena's Brand Activator wins UK Search Award 2023

November 30th 2023 – Adthena takes another trophy at the UK Search Awards:

Adthena’s Brand Activator – Best Search Software Tool: savings marketers up to 20% on brand search ads

The UK Search Awards celebrate the very best in Search across England, Ireland, Scotland and Wales. The accolades are industry recognised and the ultimate award for UK Search agencies and teams as well as software and tool providers.

Winning story:

Adthena’s Brand Activator – saving marketers up to 20% on brand search ads

Adthena’s new platform feature resolves a longstanding source of inefficient spending in paid search advertising. It automatically pauses bidding on search terms where a brand is winning organically and when no other competitors are bidding.

Judges feedback: This is a simple and effective solution for a common need. Congratulations on having had the idea and having done it so well. Lone Ranger and automatic bidding when competitors bid on is pretty incredible, initially I was concerned that just ranking in organic wasn’t enough but clearly this goes above and has thought about this.

Helping brands reduce waste on Lone Rangers

Lone Ranger terms are those brand search terms that are ranked #1 for a term in both paid and organic search, with no other rival bidders. Previously, many brands wouldn’t have had the resources to engage in the time-intensive task of identifying Lone Rangers and manually adjusting bidding on them – resulting in thousands of dollars wasted. But with the invention of our 24/7 monitoring tool, this is no longer the case.

Brand Activator automatically detects Lone Rangers for a customer and pauses bidding on those terms. What if a competitor re-enters the auction for that term? Brand Activator automatically resumes bidding so the brand doesn’t lose clicks or market share. The entire cycle is logged in detail in Adthena reports so search marketers can track all activities and savings. Using Adthena’s patented Whole Market View technology, these savings can then be reinvested back into paid search on higher-performing search terms to further increase overall Return On Ad Spend (ROAS).

Unrivalled in the industry, Brand Activator is now saving up to 20% of brand search spend for 25 enterprise customers in diverse verticals across the globe. One brand’s savings alone are already into the millions and the remaining customers are forecast to save $2m in the first year collectively.

Find out more about Adthena’s Brand Activator or request a personalized demo today.