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