Varejo
Privalia cuts CPC by 67% with brand protection
Many attackers were buying Privalia's terms — 122 competitors eliminated across more than 20 thousand occurrences monitored.
- 20,500 occurrences monitored
- 135 attackers notified
- 122 competitors eliminated
About the client
With 14 years in the market, Privalia is a reference fashion and lifestyle portal connecting consumers to the most desired brands in Brazil and the world. With an intuitive and accessible platform, Privalia stands out for daily news for men, women, kids and the home. The company also provides access to major brands at unprecedented and exclusive prices, offering a unique and accessible shopping experience to its customers. Privalia is also committed to the quality and authenticity of the products on offer, ensuring the satisfaction and trust of every consumer.
The challenge
Privalia, being a platform that offers more than 1,500 brands per month and products from different segments, faced the challenge of dealing with a large number of digital attackers who bought exclusive brand terms and triggered ads, generating unfair competition and harming the integrity of Privalia's advertising campaigns.
To overcome these threats, agility in communications and in searching for contacts had to be a differentiator to ensure brand protection and the effectiveness of marketing campaigns. It was also essential to constantly monitor the digital environment to identify and neutralize new occurrences, keeping Privalia's reputation intact.
The solution
The strategy developed alongside Privalia started by identifying the attackers that appeared most often. Over time, we mediated the removals, always keeping close contact with Privalia's media team. Both the brand team and the media team worked alongside BrandMonitor for nearly a year of partnership. This collaboration led to a reduction in cost per click (institutional CPC) and the number of occurrences, ensuring a positive return on investment (ROI). The Brand Strategy team also mediated the agreements and managed to eliminate 90% of the attackers, ensuring brand protection and campaign efficiency.
In addition, the partnership enabled the creation of preventive strategies to avoid future problems, further strengthening Privalia's presence in its market.
Blocking competitors on our branding keywords was always a challenge for Privalia — we acted on several fronts with unsatisfactory results, and our CPC kept rising. After the first month with BrandMonitor, we already saw a drastic reduction in institutional CPC, with growth in clicks and impression share. That generated meaningful savings for investment on other fronts, contributing to new Privalia customers.