SaaS & Tech
Zenvia cuts CPC by 57% with brand protection
Unfair competitors were buying Zenvia's name on Google — 57% CPC reduction and 90% of attackers eliminated.
- 57% CPC reduction on institutional terms
- 6% CTR increase
- 90% of competitors eliminated
About the client
Zenvia is a leading company in the technology segment, specialized in unified and multichannel solutions to improve communication between companies and their customers. Aimed at creating personalized and fluid experiences, Zenvia allows companies to manage every interaction along the customer journey, from attraction to service and consumer success. Founded with the mission of transforming business communication, Zenvia combines technological innovation with a humanized approach, focused on efficiency and the optimization of communication processes.
The challenge
Zenvia faced the Brand Bidding challenge, a practice in which unfair competitors used the brand name in paid ad campaigns. This led to a significant rise in cost per click (CPC) and a drop in click-through rate (CTR), hurting the visibility and performance of the company's marketing campaigns. In addition, the diversion of qualified traffic negatively impacted the experience of consumers looking for the Zenvia brand, raising advertising costs and reducing campaign effectiveness.
The solution
BrandMonitor implemented a comprehensive strategy to tackle the Brand Bidding problem. Using continuous monitoring and advanced detection tools, BrandMonitor was able to quickly identify and act against the competitors improperly using the Zenvia name. By notifying 90% of these competitors, it was possible to eliminate the unauthorized ads, reducing CPC costs by 57% and increasing click-through rate (CTR) by 6%. BrandMonitor also carried out competitive analyses to adjust marketing strategies, ensuring the integrity of the Zenvia brand and efficiently reallocating resources.
The partnership with BrandMonitor was vital to boost our results and lower our costs, giving us margin to expand our strategies. We achieved better campaign performance, protected our brand in a competitive market, and kept growing and strengthening our online presence.