CHALLENGE OVERCOME
Vodafone Italia needed to significantly increase its paid search investment while protecting the performance and equity of its existing SEO activity. The priority was to ensure that the expanded budget delivered genuinely incremental growth, avoiding cannibalisation of organic traffic and validating the real impact of paid search activation.
APPROACH TAKEN
Partnering with Incubeta, Vodafone Italia implemented the Seamless Search solution, integrating keyword-level data from Google Ads and Google Search Console. Using AI, the solution analysed high-volume queries with strong organic presence and high paid investment, identifying opportunities to optimise bids and rebalance traffic between paid and organic search.
VALUE DELIVERED
Vodafone Italia gained the ability to measure and verify the true impact of Seamless Search activity, distinguishing incremental paid performance from organic cannibalisation and enabling more informed optimisation decisions across paid and organic search.
