Marketing de Blindagem reduz 40% do CPC
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MadeiraMadeira is one of the largest furniture and homeware e-commerce platforms in Latin America, a reference in innovation in digital retail. Founded with the purpose of simplifying access to decoration and furniture products, it operates with a robust omnichannel model and a focus on customer experience.
Leader in its segment, it combines technology, integrated logistics and a high-performance marketplace, consolidating itself as a brand that combines scalable growth and operational efficiency, attributes that support its prominent position in Brazilian online retail.
MadeiraMadeira faced a highly competitive context in paid media, marked by an increase in brand infringement practices through Brand Bidding.
Direct competitors and coupon sites were using the company's name in paid ads, diverting qualified traffic and inflating critical metrics like CPC and CAC. This distortion compromised the ROI of institutional campaigns and generated a negative impact on brand perception, in addition to reducing search share in sponsored results.
The priority was clear: restore campaign integrity, eliminate brand bullies and reduce media costs, without losing competitive presence in search engines.
The initial diagnosis conducted by Branddi identified more than 200 active unfair competitors, inappropriately using terms related to MadeiraMadeira in paid advertisements.
Based on this data, a complete digital shielding strategy was structured, integrating data intelligence, legal actions and campaign optimization.
The first step consisted of implementing continuous monitoring of the most attacked keywords and creating a personalized Branddi Score, which measured the brand's level of exposure.
Branddi then conducted consultancy and mediation actions with brand offenders, promoting a progressive and sustainable elimination of violations. At the same time, MadeiraMadeira's campaigns were re-optimized to maximize 1st position share and conversion rate, while maintaining strict cost control.
The process evolved in periodic cycles of analysis and joint decision-making between Branddi and MadeiraMadeira's internal team, ensuring governance, transparency and decisions based on evidence.
As a strategic partner, Branddi acted in an integrated manner, guiding media adjustments and continually improving the brand's protection and performance ecosystem.
The impact was direct and measurable: removing the attackers reduced CPC by 40%, increased ROI by 53%, and eliminated over 200 competitors, resulting in a cleaner, more predictable, and more profitable media landscape.