Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media faced rising CPCs for one of their clients, driven by competitive bidding on brand terms. By leveraging Adthena’s Brand Protection feature, they escalated infringement cases to Google, reducing infringements by 43% and lowering CPCs by 10%.

Havas Market & Arena Media was analyzing an increase in CPC’s for one of their clients. Adthena offers more detailed information, complementing what they get from Google. Combined, this gives them the most comprehensive information to make better decisions.

In April 2022, Havas Market & Arena Media’s client saw the largest number of infringements (more than 8K) that came with a rising CPC. Digging into all the infringements, Havas Market & Arena Media identified that 25% of the infringements were competitors using their clients’ brand name in their Ad Cop

Brand Protection


Using Adthena’s Brand Protection feature, Havas Market & Arena Media was able to monitor competitors using their client’s brand name in their Ad Copy.

Havas Market & Arena Media realized very quickly the impact these infringements were having on their CPC’s. They worked with Google to escalate the infringements.

Saving time and money


While Adthena provided all the details that Havas Market & Arena Media needed to escalate the infringements with Google, it also saved them time (on average, Adthena customers are saving 8 hours per week on infringement management).

In September 2022, the total number of infringements dropped by 43% resulting in a 10% decrease in CPC.