the7stars Case Study: Achieving Google Ads PPC Campaign Optimization​ with Adthena

The7stars, in collaboration with their lottery client, faced challenges with high CPC terms, brand equity risks, and the need for smarter ad strategies. By leveraging Adthena’s platform for PPC campaign optimization, they turned these challenges into measurable successes, including increased click-through rates, incremental sales, and significant cost savings.

High Cost-Per-Click (CPC) Inefficiencies: the7stars client faced headwinds with high CPC terms that inflated advertising costs without corresponding ROI, requiring careful analysis to help fuel optimization and budget allocation.

Maintaining Brand Equity in Competitive Ad Space: Competitors using the client’s pure brand terms in their ad copy posed a risk to brand equity, making it essential to monitor and safeguard their brand presence continuously.

Optimizing Ad Copy and CTA Performance: With multiple competitors, the client needed to understand which ad copy and calls-to-action were most effective in driving impressions and engagement, requiring insights into competitor strategies and ongoing optimization efforts.

Capturing Incremental Revenue: By leveraging new search term opportunities the client had to identify and capitalise on new search term opportunities, ensuring they stayed ahead in capturing relevant customer intent and achieving incremental sales. This led them to maximize reach and conversions.

Adthena’s platform proved invaluable to the7stars and their client. Adthena’s Brand Activator tool effectively managed brand term spend by blocking ads from showing when organic rankings were dominant and there were no competing advertisers. Additionally, the Search Term Details feature helped identify high-cost keywords that weren’t delivering qualified traffic, allowing for greater campaign efficiency.

The 7stars took a data driven approach and used geo-testing with control and test regions to assess Brand Activator’s impact. The goal was to measure the impact on sales and brand clicks across paid and organic in the test region vs control region. They found no reduction in sales percentage or brand clicks in the test region compared to the control.

The7stars x their client also leveraged Adthena to protect their brand image and uncover growth opportunities. The “Brand Protection” tool monitored competitor ad copy for unauthorized brand mentions, while My Analytics provided insights into rising CPS. Furthermore, Head to Head Comparison tool revealed untapped keyword potential by highlighting opportunities for keyword expansion, by identifying search terms that competitors were targeting.