Varejo
KaBuM! eliminates 91 unfair competitors from search
Brand arbitrage was eroding KaBuM!'s campaigns — 91 unfair competitors eliminated and a higher CTR.
- 91 unfair competitors eliminated
- 16% CTR increase
About the client
Kabum is the largest technology and gaming retailer in Latin America, founded in 2003. Known for its broad portfolio of high-tech items, the company combines logistics excellence, quality customer service and impactful promotional campaigns like its iconic Black Friday. Kabum is a reference in Brazilian e-commerce, always seeking innovation to offer the best consumer experience and maintain market leadership.
The challenge
With its growing digital presence, Kabum started facing challenges related to brand protection and the efficiency of its advertising campaigns. One of the main issues was affiliate arbitrage, where partners used inappropriate practices to drive traffic to their affiliate links and inflated media costs, distorting campaign results.
In addition, Kabum dealt with brand bidding, where competitors used the brand name unfairly in advertising campaigns, diverting qualified traffic and negatively impacting media performance. These combined factors not only generated unnecessary expenses but also hurt campaign performance and the customer experience.
The solution
To solve these challenges, Kabum leveraged BrandMonitor's expertise alongside Monks, who implemented a comprehensive strategy based on continuous monitoring and corrective actions focused on brand protection and campaign optimization. Affiliate arbitrage was fought with detailed mapping of the practices conducted, resulting in actions and adjustments in partnerships with affiliates that did not follow the established guidelines.
At the same time, brand bidding was addressed by identifying campaigns from unfair competitors using the term Kabum in online media buying. These campaigns were removed or fixed through joint action with BrandMonitor, protecting the brand's qualified traffic and ensuring greater efficiency in paid media investments.
With unfair practices eliminated, there was room to restructure the advertising campaigns, which now feature better performance and greater alignment with Kabum's strategic goals. The focus was on improving the customer experience, ensuring the generated traffic was made up of consumers genuinely interested in the brand and the products on offer.
With the focused work to protect the KaBuM! brand, we eliminated harmful practices and managed to optimize our campaigns, drive organic sales and lower the operation's costs. This strategy not only consolidated our market leadership, but also ensured customer trust and the company's profitability indicators.