# Alura cut its institutional CPC by 43%

**Marca:** Alura  
**Setor:** Educação  
**URL:** https://www.brandmonitor.com.br/en/cases/alura

Attackers were buying Alura's name on Google — 868 identified and the institutional CPC 43% lower in the very first month.

## Resultados

- **43%** — institutional CPC reduction in month 1
- **868** — attackers identified
- **76%** — attackers neutralized

## Conheça o cliente

Alura stands out as the largest technology learning ecosystem in Brazil. With a robust platform offering over 1,400 courses and weekly launches, Alura provides a wide range of in-depth and diverse training focused on continuous development. With nearly two decades of market experience, the school has already impacted more than 500 thousand students and collaborated with over 5 thousand companies, consolidating its fundamental role in technology training and professional growth in the country.

## O desafio

In the competitive digital education landscape, Alura earned a prominent position, attracting not only consumers but also attackers. This sector recognition brought a major challenge: protecting the brand and its institutional identity against questionable competitor strategies. The practice of acquiring keywords related to Alura intensified, increasing not only competition and campaign costs, but also the risk of confusion for consumers looking for information about the brand.

## A solução

Facing the challenge, our team began monitoring and detailed analysis of all collected data. After this initial phase, the Brand Strategy team successfully identified and neutralized 76% of the attackers. These efforts led to an impressive 43% reduction in Cost per Click (CPC) on institutional campaigns. With this, we secured more efficient campaigns, free of unwanted interference, and ensured Alura's brand goals were met consistently and strategically.

## Depoimento

> BrandMonitor's support was essential to lower the CPC of our institutional campaigns and identify the affiliates that were buying our brand terms. Beyond the positive impact on organic results, we were also able to reallocate institutional budget to other strategic Alura fronts and campaigns.

— Lucas Polini