74% de redução no CPC e ROI 41x
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Estácio is one of the largest and most traditional higher education institutions in Brazil, offering undergraduate, postgraduate and extension courses in face-to-face and distance learning formats. Founded more than five decades ago, Estácio maintains a presence in all regions of the country, 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, with consistent campaigns to attract students and reinforce its brand in a highly competitive environment.
Brand Bidding has become a critical problem for Estácio, directly affecting the performance of its digital campaigns. This practice involves the misuse of brand-related terms by competitors in paid search campaigns. By using keywords such as "Estacio", competitors captured traffic from users interested directly in the institution, diverting potential students and inflating the Cost Per Click (CPC) of brand campaigns.
The impacts of this unfair strategy were broad and significant. First, the increase in CPC increased the total costs of digital campaigns, reducing investment efficiency. Secondly, direct competition in searches compromised the brand's visibility in the digital environment, making it difficult to capture qualified leads. Finally, the practice harmed the user experience, who was often led to advertisements from other institutions without realizing it.
With a scenario of increasing aggressiveness on the part of competitors, Estácio needed a solution that would guarantee brand protection, optimize costs and maximize return on investment (ROI). In addition to mitigating negative impacts, it was essential to transform challenges into an opportunity to strengthen the institution's digital competitiveness.
Branddi and Cadastra joined forces to develop and implement a robust and personalized strategy, facing the challenges of Brand Bidding and optimizing Estácio's digital campaigns. The work began with the continuous monitoring of keywords related to the brand in the main search engines. This approach allowed us to quickly identify competitors who were inappropriately using the name "Estacio" to divert traffic, compromising the performance of the institution's digital campaigns.
After identifying the offenders, direct negotiations were carried out, including formal notifications and specific negotiations, ensuring the immediate cessation of unfair practices. These actions made it possible to significantly reduce undue competition in keyword auctions, reestablishing the brand's control over related searches and, consequently, optimizing campaign costs.
At the same time, institutional campaigns were optimized with dynamic adjustments, prioritizing click efficiency and ad relevance. The strategies implemented focused on improving the user experience and increasing engagement. The combined actions resulted in a significant reduction of 74% in institutional Cost Per Click (CPC). Furthermore, there was a 57% increase in Click Through Rate (CTR), highlighting the positive impact of eliminating unfair competitors and continuous improvement in the management of Brand Bidding campaigns.
The strategic integration between Branddi and Cadastra was essential to maximize the financial return of Estácio's digital campaigns. The ROI reached 41 times the investment, proving that the combination of brand protection with campaign optimization is an effective approach to transforming challenges into opportunities for sustainable growth. This partnership strengthened Estácio's digital competitiveness and consolidated the efficiency of its marketing investments.