Case Study: Princess Cruises Australia cuts brand CPCs by 69% with Adthena

Cutting brand CPCs for Princess Cruises Australia by 69%

Princess Cruises Australia, owned by Carnival Corporation & PLC, worked with Adthena and its Competitive Intelligence solution to tackle rising CPCs in its brand search campaigns. The team, alongside agency MediaCom, wanted to reduce spend on branded terms so they could shift more budget toward broader search keywords that would reach new customers earlier in the holiday planning journey.

Adthena helped Princess Cruises monitor brand terms, detect competitor infringements, and create bidding rules to maintain top positions while lowering costs. The result was a 69% reduction in brand CPCs, a 62% year-on-year increase in paid search visits in January 2017, and the ability to redirect savings into new search terms, improving traffic and customer acquisition.

Princess Cruises Australia

Nick Ferguson

Marketing Manager