Adthena’s Auto Takedown Slashes Brand CPC’s by 33% and Saves Princess Cruises Over £16K in Brand Spend in just 3 months

Princess Cruises turned to Adthena’s Auto Takedown solution to protect their brand from infringers. Within months, they dramatically reduced trademark infringements and reclaimed control of their branded search landscape. This not only led to a significant drop in Cost-Per-Click (CPC), generating meaningful savings which were reinvested to drive growth in other strategic areas.

Princess Cruises, a leading global cruise line, was facing a common but costly problem in paid search: competitors were infringing on their brand terms, inflating CPCs, and diminishing the effectiveness of their marketing spend. With competitors using terms like “Princess Cruises” in their ad copy, Princess Cruises was forced to bid aggressively to maintain visibility on their own brand keywords. This situation not only increased their paid search costs but also created confusion among consumers who were unknowingly clicking on ads from third-party or even unauthorized sellers.

Despite investing in search monitoring, taking action manually was time consuming and inefficient. The team needed a faster, automated way to protect their brand, reduce wasted ad spend, and ensure they were showing up first and most clearly for users searching for them. That’s when they turned to Adthena’s Auto Takedown.

Princess Cruises implemented Adthena Auto Takedown in late January, immediately applying it to one of their key trademarks. The Auto Takedown technology automatically detected infringing ads that were unlawfully using Princess’s trademarked terms and worked to remove them across the paid search landscape. Designed to safeguard brand integrity, Auto Takedown provided always-on enforcement, ensuring any ad breaching their trademark usage policies was promptly taken down.

With minimal lift from the team, the tool gave Princess Cruises full visibility and control over their brand terms, streamlining enforcement and reclaiming ad real estate from infringers. The success led the team to expand coverage to 14 trademarks to give a wide view of the Google search market.

Key Results: Immediate cost savings, stronger brand protection, and cleaner search results for their customers

• 33% decrease in CPC on Pure Brand keywords
• £16,250 in cost savings in 3 months, reinvested into broader campaign terms
• Infringing ads dropped from 840 to just 38 in four months
• Competitors infringing trademark terms fell from 29 to 4
• 59% correlation seen between ad instances and CPC, proving brand enforcement impact