CPC Reduzido em 44% e ameaças eliminadas em 34h
Published on
Granado Pharmácias is one of the most traditional and respected cosmetics and personal care brands in Brazil, recognized for the quality and innovation of its products. With a growing digital presence and robust marketing strategies, Granado has expanded its leadership in a competitive market. However, with increased visibility, challenges emerged such as online scams and brand bidding practices, which directly impacted the performance of search campaigns, generating increased costs and reduced efficiency in marketing investments.
Granado faced two major challenges: the increase in online scams and the competitive aggressiveness generated by brand bidding. Fraudulent websites, fake profiles and unauthorized advertisements diverted consumers and compromised the customer experience. Additionally, attackers exploited brand search terms, resulting in an increase in CPC and harming the performance of paid marketing campaigns.
The scenario required an integrated solution to eliminate fraud quickly and efficiently, as well as reduce the number of attackers in the search environment. The objective was not only to protect the brand, but also to optimize investments in digital marketing, ensuring a positive ROI and reducing operational costs.
The solution implemented for Granado Pharmácias was structured around continuous monitoring and strategic actions aimed at combating digital fraud and brand bidding, with the aim of protecting the brand and optimizing the efficiency of paid campaigns. The initial diagnosis identified fraudulent websites, fake profiles and a significant number of attackers who improperly used the terms “Granado” in search campaigns, generating unfair competition and an increase in CPC (Cost Per Click).
Based on this diagnosis, quick and coordinated actions were implemented to eliminate fraud and reduce the competitive aggressiveness of brand bidding. The team carried out direct reports and notifications to the attackers, achieving an impressive 98.9% success rate in removing fraudulent content and an average takedown time of 34 hours. At the same time, specific treatments were directed at the main aggressors to stop the undue exploitation of the brand's terms, resulting in a reduction in occurrences over the period.
Effective action brought immediate and measurable results. In partnership with Granado's e-commerce and IT team, the joint work enabled a significant reduction of 44% in CPC, showing a significant improvement in the efficiency of paid campaigns. Furthermore, the elimination of fraud and the containment of brand bidding guaranteed greater control over search spaces, protecting the brand's digital presence and strengthening competitiveness in the online environment.