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Doing more with less: how Adthena customers are maximizing PPC performance with shrinking budgets

In today's volatile economic landscape, businesses face unprecedented challenges in justifying their marketing expenditures. While maximizing PPC performance and ensuring that every dollar spent delivers results, adopting a data-driven approach is imperative. Paid search advertising, a cornerstone of digital marketing strategies, is no longer immune to these budget cuts. As companies grapple with rising redundancies and shifting consumer behaviors, advertising teams are pressured to do more with less.

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Brand protection A leading bank significantly reduced brand CPCs while maintaining brand visibility.

Cost savings A large furniture retailer saved over £100k in one year and covered the cost of their Adthena subscription

Performance boost A global financial services company efficiently managed multiple brands, identified optimization opportunities, and mitigated cannibalization.

Main challenges

Doing more with less
All industries are affected by senior stakeholders asking them to do more with less resources.

Shrinking budgets
Economic downturns and strategic realignments are forcing businesses to reduce their marketing budgets, including paid search.

Increased competition
The competitive landscape in paid search has intensified, driving up costs per click (CPCs) and making it harder to achieve desired ROI.

Focus on ROI
Advertisers are demanding higher returns on their ad spend, pushing for optimization and efficiency.

Data limitations
Measuring campaign performance through Google’s Auction Insights can be challenging due to limited and inaccurate data, leading to inefficient spending.

Industry performance
Industries experiencing downturns may cut back on marketing expenses.

Solutions

Optimize existing budget with Adthena

Reduce wasteful spending on brand terms that are already ranked #1 organically with Brand Activator.

Monitor competitor infringements and lower CPCs by managing affiliate ad hijackers with Ad Hijacking Detection and Auto Takedown.

Stay ahead of competition by monitoring competitor activity in the SERP.

Contextualize performance by analyzing market trends and competitor moves.

Enhance ad messaging by analyzing top-performing ads and gaining creative insights.

Leverage AI-Powered search intelligence

Utilize Adthena’s Ask Arlo GenAI powered chatbot to gain insights into competitor movements and optimize ad spend.

Employ Adthena’s Market Share insights to reveal disparities with competitors and identify growth opportunities.

Use tools like Adthena’s Infringement Tracker to help reduce brand CPCs by tackling infringers to identify and eliminate wasteful spending.

Exceeding customer expectations

When in a budget crunch, a common knee-jerk reaction is to cut the “tools budget” to maintain media spend. Sophisticated marketers recognize that the true goal is efficiency of spend achieved through smart decisions enabled by the tools too many marketers are pressured into eliminating. Ironically, reduced efficiency (i.e. higher cost) across metrics like CPA, CPC, and CTR can frequently be the result.

Ben Peck
Adthena
Chief Customer Officer

Take a look at Adthena's Brand Protection

PPC brand protection is an essential part of paid search as it helps safeguard your brand from competitors, affiliates, and resellers capitalizing on your brand’s equity, potentially damaging its reputation and driving up costs.

Delve into its intricacies, determining why you need it, and the strategies to fight ad hijacking, combat trademark infringement, and dominate search results.

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