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777 winner campaign partnered with AI tool in driving excellence

In the highly competitive gaming industry, while I worked at Global Interactive Marketing Online (GIMO) I faced escalating costs for the Search campaign for 777 products due to competitors bidding on the brand terms. To address this, GIMO partnered with Adthena to implement an AI-driven strategy aimed at reducing brand CPCs and increasing brand clicks.

Challenges:

  • Rising Brand CPCs: Competitors' brand bidding led to increased costs.

  • Manual Monitoring Limitations: Detecting and managing brand infringements manually was labor-intensive and inefficient.

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Solutions:

  • Enhanced Quality Scores: the improved ad quality scores, achieving an 8% reduction in brand spend.

  • Automated Brand Protection: Utilizing Adthena's Whole Market View and brand protection tools, GIMO automated the detection of competitors bidding on their brand terms.

  • Data-Driven Enforcement: Daily infringement reports enabled to negotiate and enforce agreements with partners to cease unauthorised brand bidding.

Results:

  • 47% Reduction in Brand CPCs: Significantly lowered costs per click.

  • 85% Increase in Brand Clicks: Substantially boosted brand engagement.

  • €1.12 Million Annual Savings: Achieved considerable cost savings for clients.

By leveraging advanced search intelligence and automation, effectively protected the brand, optimised ad spend, and delivered exceptional value.

Websites involved:

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Awards:

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