SaaS & Tech
Ploomes cuts CPC by 82% and improves CTR
Unfair competition was raising Ploomes' digital costs — 82% CPC reduction and a higher CTR.
- 82% CPC reduction
- 16% CTR increase
- 29% Impression Share increase
About the client
Ploomes is a Brazilian company leading in CRM and sales automation solutions, dedicated to turning commercial processes into simpler, more efficient and strategic flows. Since its founding, the company has stood out by offering tools that integrate advanced technology and personalization, allowing customers to make data-driven decisions and optimize their commercial operations.
With a diversified customer base, Ploomes is recognized for delivering significant results in productivity and conversion. The expansion of its digital presence strengthened its position as a market reference but also brought challenges related to brand protection and competition in an increasingly disputed online environment.
The challenge
Ploomes's digital growth, while consolidating its market position, exposed the company to challenges related to unfair competition practices and rising digital costs. Among the main problems faced was the improper use of brand-associated keywords by competitors. This led to spikes in paid search campaign costs, loss of visibility and direct impacts on the performance of digital campaigns.
Among the identified attackers, large international competitors stood out for using Brand Bidding practices, diverting qualified traffic and impacting Ploomes's results. This scenario highlighted the urgent need for strategic measures to eliminate these unfair practices and restore competitive balance.
The company also faced the challenge of improving key metrics like CTR (Click-Through Rate) and Impression Share, which were being negatively influenced by these attackers. With highly competitive campaigns, brand protection and digital efficiency became priorities for the company.
The solution
Ploomes counted on BrandMonitor to develop a strategic solution combining brand protection and optimization of digital campaigns. The approach was structured in three main stages:
The first front focused on identifying and eliminating unfair practices through BrandMonitor's advanced digital monitoring tool. This technology made it possible to map and act against the most relevant attackers, including large international brands. With fast and direct actions, those competitors' cases were resolved, ensuring they no longer impacted Ploomes's results.
The second stage involved adjusting digital campaigns to strategically optimize results. With attackers and practices like Brand Bidding eliminated, Ploomes achieved an 82% reduction in average cost per click (CPC). In parallel, campaign CTR grew 16%, showing greater user reach. The brand's Impression Share also rose 29%, consolidating Ploomes's presence in the top position of search results and strengthening its market visibility.
The third stage focused on continuous follow-up and detailed reporting. This process not only validated the results achieved but also guided the next steps of Ploomes's digital strategy. BrandMonitor maintained active monitoring to prevent recurrences and ensure new attackers were identified and treated quickly.
The partnership with BrandMonitor was essential for closing agreements with international competitors. Ploomes is a company that has grown a lot in recent years, which made our brand increasingly targeted by competitors. The 82% reduction in CPC, the 16% increase in CTR and the 29% expansion of our visibility show the direct impact of this strategic collaboration. By eliminating unfair practices from major competitors, we restored trust in our digital environment and strengthened our brand in the market.