# Tray cuts CPC by 51% with brand protection

**Marca:** Tray  
**Setor:** SaaS & Tech  
**URL:** https://www.brandmonitor.com.br/en/cases/tray

Unfair competitors were using Tray's name in paid ads — 108 brand bidding cases resolved and CPC 51% lower.

## Resultados

- **108** — brand bidding cases resolved
- **136** — unfair competitors notified
- **+65k** — paid search ads monitored

## Conheça o cliente

Tray is an efficient e-commerce platform that, in a few clicks, enables the creation of your fully customized online store. Founded in 2002 by Willians Marques, it began modestly from a difficulty perceived by its founder: the scarcity of online sales management software at the time. Everything you need to sell on the internet: from the first sale to the loyal customer. Tray integrates with more than 20 marketplaces and social networks, plus payment, shipping and customer communication. All of this in one place: your dashboard.

## O desafio

Tray faced significant challenges related to Brand Bidding and rising CPC. Unfair competitors were using the brand name in paid ad campaigns, inflating cost per click and reducing campaign performance. Tray was also dealing with competition from other platforms participating in the auction for the keyword "TRAY". These problems were negatively affecting brand visibility, campaign efficiency and qualified lead attraction.

## A solução

Our Brand Strategy team was essential to making this another success case. In the first month alone, our team issued more than 90 notifications to brand attackers, which reduced Tray's brand CPC. When you have a brand with so many offenders, only meticulous analysis ensures the approaches are accurate enough to lead attackers to remove the terms.

## Depoimento

> We're very satisfied with our latest branding campaigns and we know that the partnership with BrandMonitor is crucial for our results. For some time now, we don't see attackers using our brand anymore, and today we have a much lower CPC compared to when our partnership with BrandMonitor began.

— Vinícius Guimarães