Before making a purchase, 80% of consumers research a product online, particularly in categories like telcom. Koodo ensures a strong presence in this research process through auto-bidding and optimization of its paid search. But when it needed to split its national budget into regional campaigns, problems arose as more hands-on optimization – defeating the value of auto-bidding. To overcome this hurdle, Koodo shifted its messaging from regional plan pricing to national device pricing and partnered with Google to create a customized script that populated regional plan prices based on device, eliminating the need for hands-on updates and making Koodo’s remarketing efforts 45% more efficient.