“Budget navigator – combined with Smart Bidding – generates huge efficiency in terms of operations, along with effectiveness on business results.”
Esra Suzme, Head of Brand & Marketing Strategy, Vodafone Turkey

42 %
Cost Per Conversion
49 %
Lower CPC

Challenge

Vodafone Turkey is in a highly competitive market and a crowded vertical that faces volatility in the search market every single day. With new phones, plans, and data offerings entering the market with regularity, Vodafone Turkey had turned to Google’s automated publisher bidding solution, Smart Bidding, with the promise of better performance in their bid management strategy.

However, competitors were still aggressively bidding on branded keywords, phones, and data plans with such volatility that it required the team to restrategize on how to compete in a cost-effective manner each day.

Solution

For marketers like Vodafone Turkey who have adopted Google’s Smart Bidding for their bidding optimization strategy, Kenshoo has developed Budget Navigator, a revolutionary planning and budgeting tool powered by machine learning that works with Google’s Smart Bidding.

With Kenshoo’s Budget Navigator, Vodafone Turkey was able to automatically adjust to market conditions and competitor efforts with the following features:

  • Intelligent Forecasting: Budget Navigator’s forecasting engine uncovered investment opportunities and guided budget allocation across campaigns and products and provided visualized potential return on any given budget.
  • Dynamic Budgeting: Budget Navigator automatically regenerated forecasts on a daily basis and adjusted bid and budget allocations to get Vodafone Turkey the best results.
  • Continuous Feedback: Tracked how their plan was pacing at any time and received automatic alerts if there were opportunities beyond their plan’s scope. With the continuous monitoring of their plan’s progress, Budget Navigator was able to provide peace of mind and allowed the team to focus on larger, more strategic initiatives.

Results

By combining Smart Bidding with Kenshoo’s Budget Navigator, Vodafone Turkey was able to achieve results previously never thought possible – CPC decreased 49% and cost per conversion decreased 42%, dramatically increasing the efficiency of their search marketing.

  • Impressions up by 6.50%*
  • Traffic up 1.82%*
  • Cost per Conv decrease by 42.02%*
  • Average CPC decreased by 49.38%*

Background

A part of the Vodafone Group, which operates as one of the world’s largest telecommunications companies, Vodafone Turkey offers a range of telecommunications technologies including fixed, mobile and content services to individuals and enterprises in line with its vision of becoming a “technology communications company”. As one of Turkey’s largest foreign direct investors, Vodafone Turkey’s total investments have amounted to nearly TRY 22 billion until today. As of 31 December 2019, Vodafone Turkey had 23.4 million mobile customers and over 1 million fixed broadband customers. For more information, please visit: www.vodafone.com.tr 

*Data date range for CPA and CPC stats: 6/10/19 to 30/11/19 (8 weeks of data) compared to 4/8/19 to 28/9/19 (8 weeks of data). This is taking into account daily seasonality, so there are the same amount of days (8 Sundays).

Challenge

  • Competitors were aggressively bidding on branded keywords, phones, and data plans with such volatility that it required the team to restrategize on how to compete in a cost-effective manner each day

Solution

  • With Kenshoo’s Budget Navigator, Vodafone Turkey was able to automatically adjust to market conditions and competitor efforts

Results

  • Impressions up by 6.50%*
  • Traffic up 1.82%*
  • Cost per Conv decrease by 42.02%*
  • Average CPC decreased by 49.38%*