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.
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:
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.
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).