How to Maximize Impression Share Without Sacrificing Efficiency: The Mabe Case Study
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Mabe is a global company and a leader in the home appliance market. With 75 years of experience, a presence in more than 70 countries, 17 leading brands, 11 state-of-the-art manufacturing plants, 24,000 employees, and 13 million appliances sold per year, Mabe stands as one of the most important companies in the industry worldwide.
The Challenge
Mabe operates in a highly competitive environment where third parties actively bid on its branded terms, mimicking messaging and user experiences to capture demand intended for the official service channel. To mitigate this risk, Brand campaigns use a Target Impression Share strategy to secure a dominant presence in search results.
However, this approach often leads to overspending if it is not optimized with a focus on final conversions.
The challenge was clear: defend brand demand while maintaining efficiency and avoiding unnecessary budget inflation.
The Solution
After confirming Mixilo’s positive impact on performance campaigns, and leveraging the platform’s flexibility to optimize across different funnel objectives, the client decided to extend this strategy to its brand campaigns.
To evaluate the tool’s efficiency, the implementation was designed as a controlled experiment conducted over 34 days. Mixilo recommendations were applied at least three times per week across all campaigns. The platform operated exclusively on the budget variable, without altering Google Ads’ bidding logic. During the test, the Planner module was used to intelligently distribute budget based on seasonality, allowing Mixilo to determine the optimal daily spend. Campaigns remained active throughout the experiment to ensure consistent measurement.
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Want to learn more about the implementation of Mixilo? Read the full case study
