Cases
Alura reduced its institutional CPC by 43%
In partnership with Branddi, Alura reduced its institutional CPC by 43%, eliminating 76% of its aggressors.
About the company
Alura stands out as the largest technology learning ecosystem in Brazil. With a robust platform offering over 1,400 courses and weekly releases, Alura provides a wide range of in-depth and diverse training, focused on continuous development. With nearly two decades of experience in the market, the school has impacted over 500,000 students and collaborated with more than 5,000 companies, consolidating its key role in technological training and professional growth in the country.
The Challenge
In the competitive landscape of digital education, Alura gained a prominent position, attracting not only consumers but also aggressors. This recognition in the sector brought a significant challenge: protecting the brand and its institutional identity from questionable strategies used by competitors. The practice of purchasing keywords related to Alura intensified, increasing both competition and campaign costs, as well as the risk of confusion for consumers searching for information about the brand.
Solution
In response to the challenge, our team began monitoring and analyzing all collected data. After this initial phase, the Brand Strategy team successfully identified and neutralized 76% of the identified aggressors. These efforts resulted in an impressive 43% reduction in the Cost Per Click (CPC) in institutional campaigns. As a result, we ensured more efficient campaigns, free from unwanted interference, and made sure Alura’s brand objectives were consistently and strategically met.
About the company
Alura stands out as the largest technology learning ecosystem in Brazil. With a robust platform offering over 1,400 courses and weekly releases, Alura provides a wide range of in-depth and diverse training, focused on continuous development. With nearly two decades of experience in the market, the school has impacted over 500,000 students and collaborated with more than 5,000 companies, consolidating its key role in technological training and professional growth in the country.
The Challenge
In the competitive landscape of digital education, Alura gained a prominent position, attracting not only consumers but also aggressors. This recognition in the sector brought a significant challenge: protecting the brand and its institutional identity from questionable strategies used by competitors. The practice of purchasing keywords related to Alura intensified, increasing both competition and campaign costs, as well as the risk of confusion for consumers searching for information about the brand.
Solution
In response to the challenge, our team began monitoring and analyzing all collected data. After this initial phase, the Brand Strategy team successfully identified and neutralized 76% of the identified aggressors. These efforts resulted in an impressive 43% reduction in the Cost Per Click (CPC) in institutional campaigns. As a result, we ensured more efficient campaigns, free from unwanted interference, and made sure Alura’s brand objectives were consistently and strategically met.
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