Varejo
Savegnago cuts CPC on institutional terms
Unfair competitors were using Savegnago's name in paid ads — 46% reduction in institutional terms CPC.
- 46% CPC reduction on institutional terms
- 44 competitors found
- 60 notification alerts sent
About the client
Savegnago Supermercados, the Strong Network of the Interior, began its journey in August 1976 in Sertãozinho, São Paulo. Founded by Aparecido Savegnago, who wanted to bring the family together at work, the supermarket started with one store and a strong commitment to family values. This respect and attention to the customer became the network's differentiator, winning the hearts of São Paulo families.
Since then, the network has grown significantly, doubling in size in 1978 and expanding to 5 stores in Sertãozinho in 1979. Today the group is present in 20 cities with 62 stores, impacting around 5 million people and generating more than 12,400 direct jobs. Savegnago ranks 1st in the São Paulo interior, 8th in São Paulo state and 15th in Brazil by revenue, according to the Brazilian Supermarket Association (ABRAS).
The challenge
Our competitor-cleanup work revealed a direct correlation with CPC reduction. We identified that unfair competitors were using our name in paid ad campaigns, inflating cost per click and harming campaign efficiency. We also faced challenges related to customer security and brand visibility, due to online fraud that hurt our reputation.
The solution
We collected daily cost per click (CPC) data from campaigns and the number of competitors, overlaying this information for analysis as shown in the chart above.
BrandMonitor adopted a comprehensive approach to fight the Brand Bidding and fraud Savegnago faced. The strategies included continuous monitoring of the brand's online activity to identify improper ads and online fraud that used the brand name, followed by requests to remove this content.
In addition, BrandMonitor used advanced pre-fraud technology, which allows identifying recently registered fraudster sites. These actions led to an increase in budget efficiency and institutional marketing visibility.
BrandMonitor's work alongside Raccoon surprised us. You really can see the direct impact of the number of competitors and cost per click on our institutional keywords. With these savings, we can reinvest in other campaigns and grow our return even more.