Cases
CPC Reduced by 44%, Threats Eliminated in 34h
Continuous monitoring and strategic actions eliminated frauds in 34 hours and reduced CPC by 44% in CPC.
About the company
Granado Pharmacias is one of the most traditional and respected personal care and cosmetics brands in Brazil, recognized for the quality and innovation of its products. With a growing digital presence and robust marketing strategies, Granado has strengthened its leadership in a competitive market. However, with this increased visibility, challenges such as online frauds and brand bidding practices emerged, directly impacting the performance of search campaigns, driving up costs and reducing the efficiency of marketing investments.
Challenge
Granado faced two major challenges: the rise of online frauds and the competitive aggressiveness caused by brand bidding. Fraudulent sites, fake profiles, and unauthorized ads were diverting consumers and compromising the customer experience. Additionally, aggressors were exploiting the brand's search terms, resulting in higher CPC and hurting the performance of paid marketing campaigns.
The situation required an integrated solution to eliminate fraud quickly and efficiently, as well as reduce the number of aggressors in the search environment. The goal was not only to protect the brand but also to optimize digital marketing investments, ensuring a positive ROI and reducing operational costs.
Implemented Solution
The solution implemented for Granado Pharmacias was structured around continuous monitoring and strategic actions aimed at combating digital fraud and brand bidding, with the goal of protecting the brand and optimizing the efficiency of paid campaigns.
The initial diagnosis identified fraudulent sites, fake profiles, and a significant number of aggressors misusing the search terms “Granado” in search campaigns, leading to unfair competition and increased CPC.
Based on this diagnosis, quick and coordinated actions were taken to eliminate the fraud and reduce the competitive aggressiveness of brand bidding. The team filed direct complaints and notifications with the aggressors, achieving an impressive 98.9% success rate in removing fraudulent content and an average takedown time of 34 hours. In parallel, specific actions were taken against the main aggressors to stop the misuse of brand terms, leading to a reduction in occurrences over time.
The effective actions brought immediate and measurable results. In collaboration with Granado’s e-commerce and IT teams, this partnership led to a significant 44% reduction in CPC, demonstrating a marked improvement in the efficiency of paid campaigns. Furthermore, the elimination of fraud and containment of brand bidding ensured greater control over search spaces, protecting the brand's digital presence and strengthening its competitiveness in the online environment.
About the company
Granado Pharmacias is one of the most traditional and respected personal care and cosmetics brands in Brazil, recognized for the quality and innovation of its products. With a growing digital presence and robust marketing strategies, Granado has strengthened its leadership in a competitive market. However, with this increased visibility, challenges such as online frauds and brand bidding practices emerged, directly impacting the performance of search campaigns, driving up costs and reducing the efficiency of marketing investments.
Challenge
Granado faced two major challenges: the rise of online frauds and the competitive aggressiveness caused by brand bidding. Fraudulent sites, fake profiles, and unauthorized ads were diverting consumers and compromising the customer experience. Additionally, aggressors were exploiting the brand's search terms, resulting in higher CPC and hurting the performance of paid marketing campaigns.
The situation required an integrated solution to eliminate fraud quickly and efficiently, as well as reduce the number of aggressors in the search environment. The goal was not only to protect the brand but also to optimize digital marketing investments, ensuring a positive ROI and reducing operational costs.
Implemented Solution
The solution implemented for Granado Pharmacias was structured around continuous monitoring and strategic actions aimed at combating digital fraud and brand bidding, with the goal of protecting the brand and optimizing the efficiency of paid campaigns.
The initial diagnosis identified fraudulent sites, fake profiles, and a significant number of aggressors misusing the search terms “Granado” in search campaigns, leading to unfair competition and increased CPC.
Based on this diagnosis, quick and coordinated actions were taken to eliminate the fraud and reduce the competitive aggressiveness of brand bidding. The team filed direct complaints and notifications with the aggressors, achieving an impressive 98.9% success rate in removing fraudulent content and an average takedown time of 34 hours. In parallel, specific actions were taken against the main aggressors to stop the misuse of brand terms, leading to a reduction in occurrences over time.
The effective actions brought immediate and measurable results. In collaboration with Granado’s e-commerce and IT teams, this partnership led to a significant 44% reduction in CPC, demonstrating a marked improvement in the efficiency of paid campaigns. Furthermore, the elimination of fraud and containment of brand bidding ensured greater control over search spaces, protecting the brand's digital presence and strengthening its competitiveness in the online environment.
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