Automotivo & Logística
Ford expands brand visibility and lowers CPC
Partners and dealers were generating disorganized competition in Ford's auction — 60% fewer active attackers.
- 60% reduction in active attackers
- 15% Impression Share increase
About the client
Ford is one of the largest automakers in the world, with more than a century of tradition in automotive innovation, engineering and design. In Brazil, it operates with a vehicle portfolio that ranges from SUVs to pickups, with a focus on performance, connectivity and safety. Its national presence and brand recognition make digital performance management a key piece for competitiveness and visibility.
The challenge
With a complex partner and dealer ecosystem, Ford faced a recurring challenge in the digital environment: disorganized competition in media auctions, generated by partners buying brand-related keywords without central governance. This inflated the CPC of institutional campaigns, fragmented traffic and diluted the brand's message.
In addition, the lack of standardization in partners' actions led to ad overlap and loss of impression share on the highest-value terms. The situation worsened in peaks of aggressiveness, where multiple players disputed the same terms — including the brand's exact terms — leading to drops in efficiency and rises in qualified lead acquisition cost.
The solution
BrandMonitor kicked off a Brand Bidding-focused project centered on organizing the media ecosystem. The first step was to map every domain that disputed auctions with brand terms, from broad variations to exact terms. In parallel, a diagnosis was made of dealers, resellers and affiliates, classifying levels of aggressiveness and media performance impacts.
From there, communications were structured with active partners, prioritizing negotiations based on technical evidence and auction data. Ford acted directly on regulating media practices, setting clear guidelines for action, CPC limits and ad positioning control.
Continuous monitoring enabled real-time corrective actions. In three months, there was a 60% drop in the number of active attackers. The direct reduction in auction pressure brought stabilization of cost per click and expanded the impression share on institutional campaigns. Furthermore, no new domains were recorded acting on the exact brand term on the first page, indicating total control over priority positioning.
The integration between BrandMonitor and Ford's media team ensured not only brand protection but also media efficiency, with a focus on real performance and investment control.
"The joint work with BrandMonitor and VML allowed us to organize the media environment, lower costs and ensure qualified brand presence on the main terms. The results were clear: less dispute, more control and better performance."