Kaspersky is one of the largest cybersecurity and anti-virus providers, operating in 130 markets worldwide. It’s a competitive market and PPC is the leading acquisition channel for B2C sales across most countries. The organisation operates its search activity over 30 languages worldwide and across nine different platforms including Google, Microsoft Advertising, Baidu and Yandex.
Since launching its search programme on Kenshoo six years ago, Kaspersky’s primary objective has been to maximise revenue generation (ROAS) at a global level – something they had done to great success.
They knew that any further improvements would be driven by improving efficiencies, resource productivity and aggressive tactics to deliver better ROAS and achieve their 2019 specific goals:
In an aggressively competitive sector, with limited resources and global search interest for the antivirus category reduced by 22% in 2019, Kaspersky was still able to deliver growth.
Through global collaboration across eight teams and 130 markets to maximise resource efficiency, building a comprehensive testing framework and implementing new innovative automated bid/budget optimisation strategies they were able to smash their targets: