Introduction

Vodafone aimed to maximize sales and click share during the highly anticipated Samsung S22 product launch. By using Adthena’s Strategic Insights and Search Term Opportunities report alongside Google Smart Bidding, Vodafone was able to identify gaps in the competitive landscape and seize valuable opportunities. This flexible PPC strategy led to a 7% increase in click share and a 10% boost in sales, all while maintaining a positive ROAS.

Main challenges

  1. Competitive product launch landscape: Vodafone faced the challenge of standing out in a crowded and competitive environment during the Samsung S22 launch.
  2. Missed keyword opportunities: Vodafone needed to quickly identify high-performing search terms and uncover gaps in their competitors’ keyword strategies to capture clicks.
  3. Balancing manual and automated bidding: Optimizing the product launch required a strategy that balanced manual bidding with automated solutions like Google Smart Bidding.

The Solution

Combining Adthena’s strategic insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding.

Utilizing Adthena’s Market Trend data around new device launches, Vodafone has been able to monitor and optimize towards specific click share targets. Adthena helped identify two competitors who were slow to respond to the product launch and thus leaving clicks on the table right up to the day of the launch. Vodafone used manual bidding to bid aggressively against those competitors and bring in high-volume clicks. Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.

In addition, by monitoring direct competitors’ bids with Adthena, Vodafone adjusted their targets on Google Smart Bidding to ensure they captured as many clicks as possible. With that flexible bidding strategy in place, they increased click share by 7% against an ambitious target and sales by 10%.

“Adthena is an absolute necessity for our search team. Leaning on Adthena, we were able to track click share data accurately and timely during the launch to quickly seize opportunities when competitors were slow to respond.”Daniel Foot, Paid Search Specialist, Vodafone

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