June 10 2022 – Adthena and customers have been shortlisted in a whopping seven categories at the Global Search Awards 2022:
- Adthena and Legal & General – Best Use of Search – Finance (PPC): Large
- Adthena and Legal & General – Best Use of Search – B2C (PPC): Large
- Adthena and Legal & General – Best Use of Data (PPC): Large
- Adthena and Legal & General – Best UK PPC Campaign
- Adthena & GIMO – Best European PPC Campaign
- Adthena’s Local View – Best Software Innovation
- Adthena’s Local View – Best Global Search Software Tool
The Global Search Awards recognize 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 and Legal & General – Brains over budget takes L&G to #1
Legal & General 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 2nd place in paid search for retirement products, and wanted to be No.1.
By implementing a number of Adthena’s proprietary search intelligence tools, L&G dug into competitor activity, identified search term gaps, and activated the right paid search messaging and keyword tactics to boost category performance. The key results were: +255% increase in clicks, +150% increase in Click Share, -40% reduction in category CPCs, and… L&G became the No.1 brand for retirement income & investments.
This campaign shows that superior intelligence, not just big budgets, can drive search success. You can dominate if you look for opportunities beyond what Google reveals. Read your competition, actively protect your brand assets, strengthen your weaknesses, and use data, not guesswork, to guide your path to #1. Read the Legal & General case study.
Adthena & GIMO: saving €1m by halting the brand bidding game
GIMO is a specialist digital marketing agency for the highly-competitive iGaming industry, and PPC is a vital tool they use to keep their clients at the top of their game.
But in gaming, you can’t take anything for granted. Competitors will always want to poach your clicks and players, and sometimes they do it by leveraging your brand terms. In fact, over the past few years, brand bidding was driving up CPCs significantly for GIMO’s clients.
GIMO knew that to get the best return on ad spend, they had to take action to protect brand terms in a consistent and scalable way. They couldn’t just hope to catch a few infringements with manual monitoring. They needed a much more rigorous strategy. So, GIMO deployed the Adthena search intelligence platform to automatically and continuously police the gaming landscape for brand infringements.
By identifying and halting those brand infringements and the resulting bidding wars from specific competitors, GIMO was able to dramatically lower CPC costs for its gaming clients.
The result was a massive saving on brand spend of €1 million over 2 years. By cutting brand CPCs nearly in half, GIMO clients captured more clicks for their money and were able to take full advantage of pandemic-driven increases in online gaming participation and revenue.
Local View – the future of location-based marketing
Adthena’s new, one-of-a-kind Local View empowers marketers to understand and navigate their local search landscape like never before, to obtain more value from PPC budgets.
The Covid-19 pandemic caused a major shift in global online consumer behavior, with an unprecedented number of people searching by location. But marketing by location requires a huge amount of consumer insight, and coupled with the fact that Google data is becoming more limited due to privacy issues, it was clear advertisers needed far more local intelligence to run PPC efficiently.
Our ground-breaking Local View solution uses advanced AI technology to provide the location-based analytical power marketers need to compete in the local search landscape. In any city, state, or Nielsen Designated Market Area (DMA), it enables marketers to understand consumer search habits, the competitive landscape, and location-specific threats and opportunities.
Unrivaled in the industry, after just one year, Local View has 43 major brands in diverse verticals monitoring 800+ locations, and is routinely achieving results for customers such as +15% market share and +20% Click Through Rate. It’s also adding value for brands as a tool to determine price point and messaging; discover how OOH advertising affects impression share; monitor brand market share vs affiliates; and save time on manual analysis with automated reporting – all across multiple locations.
With consumers continuing to shop locally following the pandemic, Local View looks set to capitalize on its first-to-market advantage to become an integral part of any search marketer’s toolkit for years to come.
Find out more about Adthena’s Local View.
