March 16 2022 – Adthena and iGaming customer GIMO, successfully saved €1.8m in brand bidding and have been shortlisted for two Drum Search Awards 2022:
- FINALIST – Drum Search Awards 2022 – Sport & Leisure
- FINALIST – Drum Search Awards 2022 – Music & Entertainment
The Drum Search Awards recognize creative thinking, strategy, and technological innovation, setting the standard for best practice.
GIMO is a specialist digital marketing agency for the highly-competitive iGaming industry, and PPC is a vital tool they use to keep their clients at the top of their game.
But in gaming, you can’t take anything for granted. Competitors will always want to poach your clicks and players, and sometimes they do it by leveraging your brand terms. In fact, over the past few years, brand bidding was driving up CPCs significantly for GIMO’s clients.
GIMO knew that to get the best return on ad spend, they had to take action to protect brand terms in a consistent and scalable way. They couldn’t just hope to catch a few infringements with manual monitoring. They needed a much more rigorous strategy. So, GIMO deployed the Adthena search intelligence platform to automatically and continuously police the gaming landscape for brand infringements.
By identifying and halting those brand infringements and the resulting bidding wars from specific competitors, GIMO was able to dramatically lower CPC costs for its gaming clients.
The result was a massive saving on brand spend of €1.8m across 2020 to 2021. By cutting brand CPCs nearly in half, GIMO clients captured more clicks for their money and were able to take full advantage of pandemic-driven increases in online gaming participation and revenue.
“Adthena has been instrumental in our digital marketing efforts and has helped us get a deep understanding of the competitive landscape in a brutally competitive industry such as ours.
We’re thrilled to hear about our joint nomination for The Drum Search Awards, regardless of the results, Adthena-GIMO will still have emerged as winners. Nevertheless, Good luck to us all for the finals.”
Vinay Ranganath, Head of Paid Search (PPC), Global Interactive Marketing Online
Read the GIMO Case Study here.
