21 June 2024 – Adthena have been shortlisted in six categories at The Global Search Awards 2024:
- Best European PPC Campaign – Adthena & VodafoneZiggo
- Best Use of Data (PPC) – Adthena & VodafoneZiggo
- Best Integrated Campaign – Adthena & Legal and General
- Best Use of AI in Search – Adthena’s Brand Activator
- Best AI Search Software Solution – Adthena’s Brand Activator
- Best Use of AI for Data – Adthena’s Brand Activator
The Global Search Awards 2024 celebrate how search is changing the whole, wide digital world. They recognise and reward the impact PPC, SEO and Content Marketing has around the world. The awards celebrate search agencies and teams who are transforming businesses through innovative engaging campaigns that stand out from the crowd; innovative and cutting-edge software and people who have triumphed across diverse digital landscapes.
Shortlisted projects
Adthena & Legal & General – Taking the lead in annuities
Legal & General (L&G) are a UK market leader in life insurance, workplace pensions and retirement income, covering the financial needs of approximately 12 million policyholders and workplace members. But brand was stuck at second place in paid search for retirement products, and wanted to be number one.
In this fiercely competitive search environment, L&G couldn’t simply rely on outbidding competitors. Instead, they partnered with search intelligence platform, Adthena, to put an integrated search strategy into action, co-ordinating paid and organic search for maximum efficiency.
By leveraging a number of Adthena’s tools, they were able to increase search visibility and traffic for L&G. The results were outstanding:
- +78% increase in combined paid and organic traffic
- +130% increase in share of PPC clicks
- +31% increase in organic SOV
- L&G climbed from 2nd place and took over as the #1 provider for SOC in organic search.
“This campaign was highly strategic and used both PPC and SEO insights to support one another. Reporting via Adthena enabled us to treat search as one channel to improve Legal & General’s overall visibility and clicks for high search-volume annuity keywords. This powered highly successful, highly efficient optimisations that drew on the strengths of both channels.” Rebecca Shipston, Senior Direct Marketing Manager at Legal & General.
Adthena & VodafoneZiggo – boosting orders 500%, saving time & money
Dutch Telecoms business, VodafoneZiggo, wanted to optimize its paid search performance to drive cost and time efficiencies and increase revenue, while protecting its brand from trademark infringements.
In utilizing search intelligence platform, Adthena, the brand gained unique analysis and insights into market trends, ad copy messaging, and Google’s Performance Max campaign performance, as well as alerts to competitors bidding on Vodafone’s brand terms.
By employing this holistic strategy, the business was able to not only hit all of its targets but significantly exceed them.
VodafoneZiggo gained a 70% boost in impression share, generated a 500% increase in orders and achieved a revenue that was 29% above its target. The business was also able to save over 60% of their paid search spend target.
“The valuable insights we get from Adthena are simply unavailable elsewhere. Adthena shows us not only where we have opportunities to bring in more sales and revenue, but also where we can save money. It helps ensure that every hour and Euro we invest in paid search is spent wisely.” Jerry Jacobs, Paid Search Lead.
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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.
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, and reinvest in areas of growth directly in the platform. 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 $1.8m in the first year collectively.
Find out more about Adthena’s Brand Activator.
