With Similar Audiences, Vodafone Türkiye reduces cost per action by 15%

Vodafone Group is one of the world's leading telecommunications groups, present in Europe, the Middle East, Africa and Asia Pacific. As part of Vodafone Group, Vodafone Türkiye is the second largest telecommunication company in the country with 24 million users and a 31% market share. In order to maintain and build on their position in the marketplace, the team wanted to efficiently reach new audiences through digital marketing to promote Vodafone Red plans and offers.

About Vodafone Türkiye
Second largest telecommunication company in Turkey
31% market share and 24 million users
Goals
Promote Vodafone Red plans and offers
Efficiently reach new audiences
Approach
Implemented Similar Audiences for past converters
Results
Compared to new visitors, Similar Audiences:
Decreased cost per action by 15%
Increased conversion rate by 44%
Improved click-through rate by 9%

Vodafone Türkiye had already made smart use of remarketing lists, but this only allowed them to show ads to users who had previously demonstrated an interest online in their brand and products. Vodafone was also interested in finding a way to target new audiences who might be likely to try Vodafone Red plans and offers.

When Google’s Similar Audiences became available, Vodafone Türkiye used the new solution to extend their reach and find new customers. By implementing a Similar Audience list for past converters, they could bid more for more valuable users – those who were similar to users who had previously converted.

“We were surprised to see that cost per action of Similar Audiences was better than actual returning visitors. We’ve added it to all eligible campaigns for better lead performance.”

– Pınar Tuğcu, Media Senior Associate Manager, Vodafone Türkiye

With Similar Audiences, the cost per action for Vodafone Red lead forms decreased by 15%, the conversion rate increased by 44% and the click-through rate went up by 9% compared to new visitors. “We were quite surprised to see that cost per action of Similar Audiences was better than actual returning visitors”, says Pınar Tuğcu, Media Senior Associate Manager. “After the success, we added Similar Audiences to all eligible campaigns for better lead performance. The results gave us great insights about the telecommunication sector and its user profile. Knowing the conversion behaviour of these valuable users is especially significant for us in creating detailed strategies and maximising the campaign results of future campaigns.”

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