Vodafone
Vodafone Turkey Drives 16% Lower CPA with Target CPA, Taboola’s Newest SmartBid Solution
Vodafone Turkey Drives 16% Lower CPA with Target CPA, Taboola’s Newest SmartBid Solution
- 16% Lower CPA Than Target Goal
Company
Vodafone is a leader in technology communications, delivering mobile, fixed, broadband, and TV services.
Challenge
Drive new customer acquisitions by expanding performance marketing channels.
Solution
Use Taboola Image Ads and SmartBid’s Target CPA solution to target mobile audiences most likely to convert.
Results
With Taboola, Vodafone Turkey decreased its CPA by 16% and generated the lowest CPA among local and programmatic channels of Vodafone Turkey.
Introduction
Vodafone is a leader in technology communications, keeping people connected with mobile, fixed, broadband, and TV services in over 60 countries across the globe. Reaching hundreds of millions of customers, Vodafone operates Europe’s largest mobile, fixed, and 5G networks.
Vodafone Turkey supports customers with mobile tariffs and home internet, as well as online marketplace and supermarket services.
Vodafone Turkey Launches Targeted Ads Across the Open Web
Vodafone Turkey was looking for a new performance marketing channel to help increase customer acquisition, especially across mobile devices. The brand wanted to meet potential customers on the open web and direct them to its website, where they could then apply online for Vodafone’s mobile tariff services.
Taboola had the right tools to help. As the largest content discovery platform on the web, Taboola helps over 14,000 advertisers tap into audiences across a network of over 9,000 premium, verified publishers — engaging consumers where they’re already active.
Vodafone Turkey and Taboola collaborated to launch native Image Ads, consisting of a visual, headline, description, and call to action. To reach just the right customers, they created two separate campaigns: one targeting mobile users and one targeting desktop users. They then further split each device-based campaign into two categories: broad audiences and retargeted audiences.
Taboola’s Target CPA, A SmartBid Solution, Delivers Lowest CPA Across Local and Programmatic Channels of Vodafone Turkey
Vodafone Turkey wasn’t done with their targeting just yet. To optimize conversions, they worked with Taboola to launch the inaugural SmartBid Target CPA (targeted cost per acquisition) campaign.
SmartBid, Taboola’s automated bidding model uses historic data and unique algorithms to bid on impressions that are most likely to convert. Now equipped with the new Target CPA solution, SmartBid can automatically adjust bids to win impressions that meet your CPA target. Meaning, it can help you drive conversions and maximize performance while maintaining a stable and predictable cost.
So, Vodafone Turkey set their target CPA goal for mobile customers, and Taboola’s SmartBid got to work.
The result? Vodafone Turkey generated a 16% lower CPA than their target goal. Taboola also delivered the lowest CPA among local and programmatic campaigns of Vodafone Turkey’s channels, proving the power of automated bidding.
“We’re proud to be the first company in the Turkish market to use Taboola’s new SmartBid Solution: Target CPA. With SmartBid’s automated solutions and Taboola’s targeting tools, we were able to reach a CPA that was 16% lower than our target, outperforming all other channels.”
- Bengin Göçmen, Digital Marketing Senior Manager, Vodafone