Sage case study: 75% decrease in CPCs with Adthena

Sage, a leading UK-based software provider, faced increasing competition from new market entrants. In order to protect their brand and reduce costs, Sage leveraged Adthena’s tools for brand protection and infringement management. Within just five days of enforcing new agreements, they reduced their cost-per-click (CPC) by 75% and increased control over their brand’s digital landscape.

Sage faced two key challenges in maintaining their competitive edge: managing the influx of brand infringements by competitors and controlling their cost-per-click (CPC) on brand terms amidst rising competition. As new rivals entered the market, monitoring and safeguarding against brand infringements became crucial to protecting their ROI and optimizing paid media spend.

Neo Media World put Adthena’s infringement management tool to work for Sage to capture brand infringements at scale and hold partners and competitors accountable.

The extent of the problem was staggering. Adthena identified 89K infringements by a single partner alone over a 12-month period.

Sage has since used Adthena’s data to automatically police brand bidding problems and, when necessary, renegotiate agreements with its partners. The results have been impressive. Just five days after enforcing agreements based on Adthena’s monitoring, Sage saw a 75% decrease in CPCs for brand terms and a 33% decrease in partner impression share.

In addition to creating a powerful brand protection system for Sage, Adthena provides a continual stream of data to give stakeholders visibility into the competitive environment. Adthena not only helps Sage maximize ROI from its brand terms, it also enables the company to justify every dollar they spend on paid media.