Cases
CPC reduced and visibility increased by 60%
60% decrease in active aggressors and improved CPC with partner and auction management.
About the Company
Ford is one of the largest automakers in the world, with over a century of tradition in innovation, engineering, and automotive design. In Brazil, it operates with a portfolio of vehicles ranging from SUVs to pickup trucks, focusing on performance, connectivity, and safety. Its national presence and brand recognition make digital performance management a key factor for competitiveness and visibility.
Challenge
With a complex ecosystem of partners and dealerships, Ford faced a recurring challenge in the digital space: disorganized competition in media auctions, caused by partners purchasing keywords related to the brand without central governance. This inflated the CPC of institutional campaigns, fragmented traffic, and diluted the brand message.
Additionally, the lack of standardization in partners’ actions led to ad overlap and loss of impression share on high-value terms. The situation worsened during peak aggressive periods when multiple players bid on the same terms—including exact brand terms—resulting in decreased efficiency and increased costs in acquiring qualified leads.
Implemented Solution
Branddi launched a Brand Bidding-focused project aimed at organizing the media ecosystem. The first step was to map all domains competing in auctions for brand-related terms, from broad variations to exact terms. At the same time, an analysis was carried out on the actions of dealerships, resellers, and affiliates, classifying the levels of aggression and their impact on media performance.
From there, communication with active partners was structured, prioritizing negotiations based on technical evidence and auction data. Ford, together with VML—the agency responsible for Ford's media campaigns—acted directly to regulate media practices, setting clear guidelines for operations, CPC limits, and control over ad positioning.
Continuous monitoring enabled real-time corrective actions. Within three months, there was a 60% reduction in the number of active aggressors. The direct reduction in auction pressure stabilized the cost-per-click and expanded the share of impressions in institutional campaigns. Additionally, no new domains were recorded targeting the brand’s exact term on the first page, indicating total control over priority positioning.
The integration between Branddi and VML ensured not only brand protection but also media efficiency, focusing on real performance and investment control.
Partner Agency Name:
VML
About the Partner Agency:
VML is a global creativity and technology agency recognized for combining data, media, and storytelling to accelerate the results of leading brands. With expertise in digital performance, it acts as Ford's strategic partner in Brazil, orchestrating campaigns focused on growth, innovation, and efficiency.
Testimonial from Ana Takahashi – Media Manager at VML
"Branddi's work was essential to unlocking the full potential of the campaigns we developed for Ford. With the auction environment cleaner and under control, we were able to scale much more efficiently."
About the Company
Ford is one of the largest automakers in the world, with over a century of tradition in innovation, engineering, and automotive design. In Brazil, it operates with a portfolio of vehicles ranging from SUVs to pickup trucks, focusing on performance, connectivity, and safety. Its national presence and brand recognition make digital performance management a key factor for competitiveness and visibility.
Challenge
With a complex ecosystem of partners and dealerships, Ford faced a recurring challenge in the digital space: disorganized competition in media auctions, caused by partners purchasing keywords related to the brand without central governance. This inflated the CPC of institutional campaigns, fragmented traffic, and diluted the brand message.
Additionally, the lack of standardization in partners’ actions led to ad overlap and loss of impression share on high-value terms. The situation worsened during peak aggressive periods when multiple players bid on the same terms—including exact brand terms—resulting in decreased efficiency and increased costs in acquiring qualified leads.
Implemented Solution
Branddi launched a Brand Bidding-focused project aimed at organizing the media ecosystem. The first step was to map all domains competing in auctions for brand-related terms, from broad variations to exact terms. At the same time, an analysis was carried out on the actions of dealerships, resellers, and affiliates, classifying the levels of aggression and their impact on media performance.
From there, communication with active partners was structured, prioritizing negotiations based on technical evidence and auction data. Ford, together with VML—the agency responsible for Ford's media campaigns—acted directly to regulate media practices, setting clear guidelines for operations, CPC limits, and control over ad positioning.
Continuous monitoring enabled real-time corrective actions. Within three months, there was a 60% reduction in the number of active aggressors. The direct reduction in auction pressure stabilized the cost-per-click and expanded the share of impressions in institutional campaigns. Additionally, no new domains were recorded targeting the brand’s exact term on the first page, indicating total control over priority positioning.
The integration between Branddi and VML ensured not only brand protection but also media efficiency, focusing on real performance and investment control.
Partner Agency Name:
VML
About the Partner Agency:
VML is a global creativity and technology agency recognized for combining data, media, and storytelling to accelerate the results of leading brands. With expertise in digital performance, it acts as Ford's strategic partner in Brazil, orchestrating campaigns focused on growth, innovation, and efficiency.
Testimonial from Ana Takahashi – Media Manager at VML
"Branddi's work was essential to unlocking the full potential of the campaigns we developed for Ford. With the auction environment cleaner and under control, we were able to scale much more efficiently."
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