Cases

82% Reduction in CPC and Improvement in CTR

Digital protection combats unfair practices, reduces costs, and increases brand visibility.

82%
Redução do CPC
16%
Aumento do CTR
29%
Aumento de Impression Share
The partnership with Branddi was essential in helping us reach agreements with international competitors. Ploomes is a company that has grown significantly in recent years, which made our brand increasingly targeted by competitors. The 82% reduction in CPC, the 16% increase in CTR, and the 29% growth in our visibility demonstrate the direct impact of this strategic collaboration. By eliminating unfair practices from major competitors, we were able to restore trust in our digital environment and strengthen our brand in the market.

Henrique Lubk

Head of Marketing

About the company

Ploomes is a Brazilian company that leads the CRM and sales automation solutions market, dedicated to transforming business processes into simpler, more efficient, and strategic workflows. Since its foundation, the company has stood out by offering tools that integrate advanced technology and personalization, enabling its clients to make data-driven decisions and optimize their commercial operations. With a diverse customer base, Ploomes is recognized for delivering significant results in productivity and conversion. The expansion of its digital presence has strengthened its position as a market leader but also brought challenges related to brand protection and competition in an increasingly competitive online environment.

Challenge

Ploomes’ digital growth, while consolidating its market presence, exposed the company to challenges related to unfair competition practices and increased digital costs. One of the main problems was the misuse of keywords associated with the brand by competitors. This led to spikes in costs for paid search campaigns, loss of visibility, and direct impacts on the performance of digital campaigns.

Among the aggressors identified, large international competitors stood out by using Brand Bidding practices, diverting qualified traffic and impacting Ploomes' results. This scenario highlighted the urgent need for strategic measures to eliminate these unfair practices and restore competitive balance.

Additionally, the company faced the challenge of improving key metrics such as CTR (Click-Through Rate) and Impression Share, which were negatively influenced by these aggressors. With highly competitive campaigns, brand protection and digital action efficiency became top priorities for the company.

Implemented Solution

Ploomes partnered with Branddi to develop a strategic solution that combined brand protection and digital campaign optimization. The approach was structured in three main phases:

  1. First Phase: Focused on identifying and eliminating unfair practices through Branddi’s advanced digital monitoring tool. This technology enabled mapping and action against the most relevant aggressors, including large international brands. With quick and direct actions, cases involving these competitors were resolved, ensuring they no longer impacted Ploomes’ results.
  2. Second Phase: Involved adjusting digital campaigns to strategically optimize results. With the elimination of aggressors and practices like Brand Bidding, Ploomes achieved an 82% reduction in average cost-per-click (CPC). At the same time, the click-through rate (CTR) of the campaigns increased by 16%, indicating greater user reach. Additionally, the brand's Impression Share grew by 29%, consolidating Ploomes’ position at the top of search results and strengthening its market visibility.
  3. Third Phase: Focused on continuous monitoring and generating detailed reports. This process not only validated the results achieved but also guided the next steps of Ploomes’ digital strategy. Branddi maintained active monitoring to prevent recurrences and ensure that new aggressors were identified and addressed promptly.

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About the company

Ploomes is a Brazilian company that leads the CRM and sales automation solutions market, dedicated to transforming business processes into simpler, more efficient, and strategic workflows. Since its foundation, the company has stood out by offering tools that integrate advanced technology and personalization, enabling its clients to make data-driven decisions and optimize their commercial operations. With a diverse customer base, Ploomes is recognized for delivering significant results in productivity and conversion. The expansion of its digital presence has strengthened its position as a market leader but also brought challenges related to brand protection and competition in an increasingly competitive online environment.

Challenge

Ploomes’ digital growth, while consolidating its market presence, exposed the company to challenges related to unfair competition practices and increased digital costs. One of the main problems was the misuse of keywords associated with the brand by competitors. This led to spikes in costs for paid search campaigns, loss of visibility, and direct impacts on the performance of digital campaigns.

Among the aggressors identified, large international competitors stood out by using Brand Bidding practices, diverting qualified traffic and impacting Ploomes' results. This scenario highlighted the urgent need for strategic measures to eliminate these unfair practices and restore competitive balance.

Additionally, the company faced the challenge of improving key metrics such as CTR (Click-Through Rate) and Impression Share, which were negatively influenced by these aggressors. With highly competitive campaigns, brand protection and digital action efficiency became top priorities for the company.

Implemented Solution

Ploomes partnered with Branddi to develop a strategic solution that combined brand protection and digital campaign optimization. The approach was structured in three main phases:

  1. First Phase: Focused on identifying and eliminating unfair practices through Branddi’s advanced digital monitoring tool. This technology enabled mapping and action against the most relevant aggressors, including large international brands. With quick and direct actions, cases involving these competitors were resolved, ensuring they no longer impacted Ploomes’ results.
  2. Second Phase: Involved adjusting digital campaigns to strategically optimize results. With the elimination of aggressors and practices like Brand Bidding, Ploomes achieved an 82% reduction in average cost-per-click (CPC). At the same time, the click-through rate (CTR) of the campaigns increased by 16%, indicating greater user reach. Additionally, the brand's Impression Share grew by 29%, consolidating Ploomes’ position at the top of search results and strengthening its market visibility.
  3. Third Phase: Focused on continuous monitoring and generating detailed reports. This process not only validated the results achieved but also guided the next steps of Ploomes’ digital strategy. Branddi maintained active monitoring to prevent recurrences and ensure that new aggressors were identified and addressed promptly.

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