Cases
74% reduction in CPC and 41x ROI
Partnership between Branddi and Cadastra reduced CPC by 74% and guaranteed 41x ROI for Estácio.
Project Summary
The partnership between Branddi and Cadastra reduced CPC by 74% and achieved a 41x ROI for Estácio through advanced brand protection marketing strategies.
About the Company
Estácio is one of the largest and most traditional higher education institutions in Brazil, offering undergraduate, graduate, and extension courses in both in-person and distance learning formats. Founded over five decades ago, Estácio has a nationwide presence, impacting thousands of students with its quality education and focus on innovation.
In addition to leading the educational market, Estácio stands out for its digital marketing initiatives, running consistent campaigns to attract students and strengthen its brand in a highly competitive environment.
Challenge
Brand Bidding became a critical issue for Estácio, directly affecting the performance of its digital campaigns. This practice involves competitors improperly using brand-related terms in paid search campaigns. By bidding on keywords such as "Estácio," competitors captured traffic from users specifically searching for the institution, diverting potential students and inflating the Cost Per Click (CPC) of Estácio’s branded campaigns.
The impacts of this unfair strategy were broad and significant. First, the increased CPC raised the total costs of digital campaigns, reducing investment efficiency. Second, direct competition in search results compromised brand visibility, making it harder to acquire qualified leads. Lastly, the practice harmed the user experience, as many prospective students were unknowingly directed to ads from other institutions.
With increasing aggression from competitors, Estácio needed a solution to protect its brand, optimize costs, and maximize Return on Investment (ROI). Beyond mitigating negative impacts, it was crucial to turn these challenges into an opportunity to strengthen the institution’s digital competitiveness.
Implemented Solution
Branddi and Cadastra joined forces to develop and implement a robust, customized strategy to tackle Brand Bidding challenges and optimize Estácio’s digital campaigns. The initiative began with continuous monitoring of brand-related keywords across major search engines. This approach enabled quick identification of competitors misusing the "Estácio" name to divert traffic, negatively affecting the institution’s digital campaign performance.
Once the infringers were identified, direct actions were taken, including formal notifications and specific negotiations, ensuring the immediate cessation of unfair practices. These measures significantly reduced improper competition in keyword auctions, restoring brand control over related searches and optimizing campaign costs.
At the same time, institutional campaigns were optimized with dynamic adjustments, prioritizing click efficiency and ad relevance. The implemented strategies focused on improving the user experience and increasing engagement. As a result, there was a significant 74% reduction in institutional CPC. Additionally, the Click-Through Rate (CTR) increased by 57%, demonstrating the positive impact of eliminating unfair competitors and continuously improving Brand Bidding campaign management.
The strategic integration between Branddi and Cadastra was crucial in maximizing the financial return of Estácio’s digital campaigns. The achieved ROI reached 41 times the investment, proving that combining brand protection with campaign optimization is an effective approach to turning challenges into opportunities for sustainable growth. This partnership strengthened Estácio’s digital competitiveness and solidified the efficiency of its marketing investments.
Project Summary
The partnership between Branddi and Cadastra reduced CPC by 74% and achieved a 41x ROI for Estácio through advanced brand protection marketing strategies.
About the Company
Estácio is one of the largest and most traditional higher education institutions in Brazil, offering undergraduate, graduate, and extension courses in both in-person and distance learning formats. Founded over five decades ago, Estácio has a nationwide presence, impacting thousands of students with its quality education and focus on innovation.
In addition to leading the educational market, Estácio stands out for its digital marketing initiatives, running consistent campaigns to attract students and strengthen its brand in a highly competitive environment.
Challenge
Brand Bidding became a critical issue for Estácio, directly affecting the performance of its digital campaigns. This practice involves competitors improperly using brand-related terms in paid search campaigns. By bidding on keywords such as "Estácio," competitors captured traffic from users specifically searching for the institution, diverting potential students and inflating the Cost Per Click (CPC) of Estácio’s branded campaigns.
The impacts of this unfair strategy were broad and significant. First, the increased CPC raised the total costs of digital campaigns, reducing investment efficiency. Second, direct competition in search results compromised brand visibility, making it harder to acquire qualified leads. Lastly, the practice harmed the user experience, as many prospective students were unknowingly directed to ads from other institutions.
With increasing aggression from competitors, Estácio needed a solution to protect its brand, optimize costs, and maximize Return on Investment (ROI). Beyond mitigating negative impacts, it was crucial to turn these challenges into an opportunity to strengthen the institution’s digital competitiveness.
Implemented Solution
Branddi and Cadastra joined forces to develop and implement a robust, customized strategy to tackle Brand Bidding challenges and optimize Estácio’s digital campaigns. The initiative began with continuous monitoring of brand-related keywords across major search engines. This approach enabled quick identification of competitors misusing the "Estácio" name to divert traffic, negatively affecting the institution’s digital campaign performance.
Once the infringers were identified, direct actions were taken, including formal notifications and specific negotiations, ensuring the immediate cessation of unfair practices. These measures significantly reduced improper competition in keyword auctions, restoring brand control over related searches and optimizing campaign costs.
At the same time, institutional campaigns were optimized with dynamic adjustments, prioritizing click efficiency and ad relevance. The implemented strategies focused on improving the user experience and increasing engagement. As a result, there was a significant 74% reduction in institutional CPC. Additionally, the Click-Through Rate (CTR) increased by 57%, demonstrating the positive impact of eliminating unfair competitors and continuously improving Brand Bidding campaign management.
The strategic integration between Branddi and Cadastra was crucial in maximizing the financial return of Estácio’s digital campaigns. The achieved ROI reached 41 times the investment, proving that combining brand protection with campaign optimization is an effective approach to turning challenges into opportunities for sustainable growth. This partnership strengthened Estácio’s digital competitiveness and solidified the efficiency of its marketing investments.
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