“We were already experts on Kenshoo’s Budget Navigator on top of Smart Bidding. However, seeing how well, and how quickly, it reacted to the volatility that COVID-19 brought, we believe it has been instrumental in ensuring that we could support new and existing customers when they needed mobile and broadband services the most”
- Esra Suzme, Head of Brand & Marketing Strategy, Vodafone Turkey

325 %
Increase in Leads
40 %
Increase in Google Ad Sales

Background

Part of the Vodafone Group, Vodafone Turkey offers a range of telecommunication technologies including fixed, mobile and content services to individuals and enterprises across Turkey. 

Challenge

Vodafone Turkey has been using Kenshoo’s Budget Navigator on top of Smart Bidding for some time to drive significant performance and efficiency gains (check out the full case study here). 

However, when COVID-19 hit and Turkey went into lockdown, Vodafone recognized they needed to quickly adapt their research in line with some of the trends they were seeing:

  • On March 15th, they noticed 2x higher demand on fixed branded and non-branded keywords such as ‘Vodafone Fiber’ ‘home internet’ and ‘fiber network’
  • Paid Search spend in telco remained higher in Telco than across other verticals:
  • Unlike other verticals, click-through rates were actually increasing across Telco during this time:

Solution

Despite the volatility in the market, Vodafone Turkey used Kenshoo’s Budget Navigator on top of Smart Bidding to ensure they were able to react quickly to the market conditions and capitalize on the increased search volumes.

Off the back of the trends they were seeing, they revisited their Budget Navigator forecasts and saw a revised plan that reflected what was happening in the market. They adjusted their budgets and CPA targets/goals according to what Budget Navigator suggested and this resulted in increased leads fro non-branded campaigns and keywords.

Results

Every week, the team optimized the Budget Navigator plan and made updates to their budgets/goals. The strategy paid off and they were rewarded with:

  • 20% increase in Conversion Rate (March 1-15 vs. March 16-31) on mobile services
  • 20% decrease in CPA (March 1-15 vs. March 16-31) on mobile services
  • 15% increase in Conversion Rate (March 1-15 vs. March 16-31) on broadband services
  • 16% decrease in CPA (March 1-15 vs. March 16-31) on broadband services
  • 325% increase in leads across the same time period
  • Sales increased by 40% in April (compared to March) from Google Ads

 

Challenge

After Turkey went into lockdown when COVID-19 hit, Vodafone recognised they would need to quickly adapt their search activity in line with some of the trends they were seeing across their service lines to maximize conversions. 

Solution:

  • Despite the volatility in the market, Vodafone Turkey used Kenshoo’s Budget Navigator on top of Smart Bidding to ensure they were able to react quickly to the market conditions and capitalize on the increased search volumes.

Results

Over the period of March 1-15 compared to March 16-31, the team optimized the Budget Navigator plan and made updates to their budgets/goals. The strategy paid off and they were rewarded with:

  • 20% increase in Conversion Rate on mobile services
  • 20% decrease in CPA on mobile services
  • 15% increase in Conversion Rate on broadband services
  • 16% decrease in CPA  on broadband services
  • 325% increase in leads across the same time period