How William Hill dominated Paid Search for the Melbourne Cup

The challenge

Paid Search campaigns for events like the Melbourne Cup depend on fast-moving, optimal performance during a very short time window before the race. The critical period for the Melbourne Cup is between 12pm-3pm, when search and betting activity spikes – and competitor activity is most intense.

This makes investigating competitor performance over 24 hours fruitless – it needs to be monitored moment by moment. And this is how Adthena Real-Time gave William Hill the edge.

The solution

Adthena Real-Time provided William Hill Australia with minute-by-minute competitor and performance data, allowing them to adapt and react to changing auction conditions immediately, boosting results and performance as a result.

“We were able to isolate so much detail in real time. Our goal was to maximise impression share across the major head terms and maintain a #1 average position to drive conversions. Adthena gave us a massive advantage – within minutes we could react to market changes and maintain our position strategy.”