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

Princess Cruises cuts brand CPCs by 69% with Adthena

Princess Cruises faced aggressive competitor bidding on its brand terms, which was driving up the cost-per-click (CPC) of its paid search campaigns. The challenge was to reduce this brand spend in order to reallocate budget towards targeting new audiences with broader search terms. To address this, they turned to Adthena and its Competitive Intelligence solution.

Using Adthena, Princess Cruises monitored for brand infringements and created bidding rules to protect its top position. This allowed them to drastically reduce brand CPCs by 69%. The savings were then invested in new, high-performing keywords identified by Adthena, which led to a two-thirds increase in website visits and successfully drove new customer acquisition.

Princess Cruises