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Educação
Wizard eliminates 100 unfair competitors
Third parties were buying Wizard's search terms to siphon demand — 100 unfair competitors eliminated.
- 100 unfair competitors eliminated
- 20% CPC reduction in 12 months
- +200k in media savings
About the client
Wizard by Pearson is a network of language schools founded in 1987 in Brazil and, since the acquisition of Grupo Multi by Pearson in December 2013 (completed in 2014), it is part of the British multinational's portfolio. The brand offers English and other language courses, with national presence through a franchise network of more than a thousand schools.
The challenge
Wizard faced improper appropriation of its brand in paid media: third parties bought proprietary search terms to divert demand ready to convert — a practice known as Brand Bidding. The practical effect was inflating CPC, reducing impression share on brand searches and confusing the consumer in the journey, with leakage of qualified traffic to non-official pages. In a high-competition scenario for language learning, losing visibility on brand terms pressured CAC and created reputational risk — a clear urgency for robust Brand Shielding.
The solution
BrandMonitor conducted a Brand Appropriation Shielding diagnosis mapping who was advertising on proprietary terms, the formats and messages used and the traffic diversion route. We consolidated evidence (SERP captures, redirect chains, violated policies) and quantified the direct impact on brand media and conversion.
We implemented a Brand Appropriation Shielding program with three fronts: Continuous brand SERP monitoring, 24/7, with alerts and prioritization by spend impact; Technical and regulatory talks with the platforms (formal complaints for improper brand use and demand for policy compliance), plus cease-and-desist communications when applicable; Media account governance with block lists / negative terms, structuring brand campaigns with full coverage and official messages to capture all legitimate intent.
The combination of fast detection + consistent action systematically eliminated the diversions. Brand traffic returned to the official domain, the auction became cleaner and the cost of capturing demand dropped. Wizard also secured greater media predictability, channel governance and auditable evidence for the legal and reputation areas through the partnership with BrandMonitor — enhancing the consumer experience and protecting the brand.
The partnership with BrandMonitor was essential to shield Wizard against brand appropriation. We eliminated unfair competitors, lowered CPC and saved on media — gains that directly impacted our efficiency and brand protection.