Vodafone UK

description
description
description

Vodafone

Vodafone is an avid user of ad extensions and was looking to further improve search ad performance. “We were utilising callout extensions, sitelinks, location extensions and review extensions, but we were looking for more ways to differentiate ourselves from competitors.” explains Elliot Saxton, Account Manager for Vodafone at MEC UK.

Goals

  • Provide more information about Vodafone’s key USPs and wide breadth of products in digital advertising
  • Increase click-through rates from search ads

Approach

  • Used structured snippets as part of an ad extension strategy in Google AdWords

Results

  • 8% increase in click-through rate for brand activity
  • 100% increase in click-through rate for SIM-only activity
  • Doubled the click-through rate of device-specific activity
solutions

“Structured snippets have improved ad relevance”

8% - increase in click-through rate for brand activity
100% - increase in click-through rate for SIM-only activity

Results

In terms of measurement, the team focused on click-through and conversion rates, monitoring uplift before and after implementation. Core brand terms saw an 8% growth in click-through rate, along with a 1.3% increase in conversion rate, while SIM-only activity produced a click-through rate increase of 100%. In addition, the click-through rate of device-specific activity doubled.

8% CTR
20% less CPA
100% ROI

From The Client

We were utilising callout extensions, sitelinks, location extensions and review extensions, but we were looking for more ways to differentiate ourselves from competitors.

author
Elliot Saxton
Account Manager for Vodafone at MEC UK.