Alura reduziu 43% de seu CPC institucional
Published on
Alura stands out as the largest technology learning ecosystem in Brazil. With a robust platform that offers more than 1,400 courses and weekly releases, Alura provides a wide range of training with depth and diversity, focused on continuous development. With almost two decades of experience in the market, the school has already impacted more than 500,000 students and collaborated with more than 5,000 companies, consolidating its fundamental role in technological training and professional growth in the country.
In the competitive digital education scenario, Alura has achieved 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 in the face of questionable strategies from competitors. The practice of acquiring Alura-related keywords has intensified, increasing not only competition and campaign costs, but also the risk of confusion for consumers seeking information about the brand.
Faced with the challenge, our team began monitoring and detailed analysis of all data collected. After this initial phase, the Brand Strategy team was successful in identifying and neutralizing 76% of the identified aggressors. These efforts resulted in an impressive 43% reduction in Cost Per Click (CPC) for institutional campaigns. With this, we ensured more efficient campaigns, free from unwanted interference, and ensured that the Alura brand's objectives were achieved in a consistent and strategic manner.