Avanti West Coast case study: Boosts revenue and cuts costs with winning PPC strategy

Avanti West Coast faced the challenge of optimizing their PPC strategy to maximize revenue while reducing unnecessary spend. By using Adthena’s Lone Ranger report, they identified high-volume brand terms where spending wasn’t necessary, achieving a 32% monthly cost saving. Reinvesting those savings into strategic generic search terms with Adthena’s Head-to-Head Competitor report helped increase their market share and boost overall revenue by 13%.

1. Wasted ad spend on brand terms: Avanti West Coast was bidding on brand terms despite already holding the top organic position.
2. Underutilized budget allocation: They needed a way to identify high-value generic terms where investment would drive better results.
3. Market share competition: The company needed to strategically gain market share while managing costs effectively.

The Lone Ranger report from Adthena shows when a brand is the sole bidder for a brand term. If they also hold the top organic spot for that term, there’s no reason to continue bidding. Brands can do two things with those savings: reduce their overall marketing spend or reinvest it elsewhere.

Using the report, Avanti West Coast identified a number of high-volume Lone Rangers, and they were able to stop spending on those terms without relinquishing market share to competitors. What’s more, Adthena set alerts to monitor if competitors did start appearing on those brand search terms so Avanti West Coast would know immediately to reenter the auction.

Next, Avanti West Coast wanted to strategically reinvest the savings into generic search terms that would take market share from rivals. They identified key terms using the Adthena Head-to-Head Competitor report and added them to their paid search campaigns. They also identified candidate terms for specific routes and used negative keywords in campaigns where they didn’t have routes.

Maintaining a flexible bidding strategy enabled the company to be more aggressive on specific search terms where they were trying to increase market share.

As a result, Avanti West Coast saved an average of 32.2% each month and increased overall revenue by 13%.