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The objective of this case study is to discuss the problem that Vodafone Turkey encountered while trying to increase lead generation for its at-home phone plan activation service during the COVID-19 pandemic. To counter this, Vodafone implemented Performance Max, a machine learning based campaign, to go beyond the regular search campaigns. Thus, Vodafone was able to achieve the goal of increasing leads while at the same time cutting costs through the application of various creative elements and optimization techniques.
Objective
Increase leads for at-home phone plan activation service.
Platforms
Google Performance Max
Strategies Used
Machine learning, creative asset optimization, negative keyword implementation
Results
9% growth in total digital acquisition leads, 18% increase in leads compared to standard Search campaigns, 70% lower CPA compared to generic Search campaigns.
Scaling lead generation for at-home phone plan activation amidst declining store visits due to the pandemic.
Performance Max Adoption
Implemented Performance Max as the main lead generation campaign.
Creative Asset Optimization
Uploaded a variety of high-quality images and videos.
Negative Keyword Implementation
Excluded irrelevant search terms
Shifted focus from standard keyword-based Search campaigns to Performance Max. Optimized campaign with creative assets and negative keywords.
Growth in total digital acquisition leads
Increase in leads compared to standard Search campaigns
Lower CPA compared to generic Search campaigns
As it was clearly seen in the case of Vodafone Turkey, Performance Max was used successfully to achieve the growth in the quantity of leads generated and at the same time, increase efficiency. Vodafone’s successful implementation of Performance Max proved that the new features, such as machine learning and a broad campaign optimization approach, can help companies achieve their goals.
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