Mercos elimina 92% dos agressores em 12 meses
Published on
Mercos faced a recurring scenario of brand bidding on strategic brand terms in the search-driven paid media environment. The monthly analysis identified more than 300 different attackers, responsible for around 3,700 occurrences associated with branded keywords and commercial variations, creating a highly aggressive ecosystem prone to recurrence. This scenario compromised campaign governance, introduced artificial competition and increased the risk of diversion of qualified traffic.
Throughout the period analyzed, the expansion of the monitoring scope with the inclusion of new strategic keywords provided greater coverage and depth in the identification of occurrences. This movement highlighted offenders that were not previously being mapped, reinforcing the need for structured, data-driven action. Furthermore, the concentration of more than 30% of occurrences in a few domains highlighted a high risk of the problem continuing if there was no systematic action, monitored and supported by clear success metrics.
Branddi structured the solution based on a continuous model for identifying, processing and monitoring brand bidding, guided by consolidated data and clear operational metrics. The starting point was the in-depth identification of more than 3,700 incidents associated with the Mercos brand, originated by 300 different attackers. This analysis included target terms, volume, frequency, share of occurrences and concentration by domain, allowing us to map patterns of aggressiveness, recidivism and structural risk over time.
Based on this diagnosis, coordinated mitigation actions were applied, with structured sending of notifications, contact via formal channels and hotline, in addition to prioritizing cases according to the level of aggressiveness and potential impact. Monitoring was individualized by unfair competitor, with recording of attempts, validation of responses and proof of negative terms for the monitored terms. This governance model ensured evidence-based decisions, avoiding reactive action or focusing only on the gross volume of occurrences.
The steps taken included monthly and weekly monitoring, continuous analysis of post-notification effectiveness and recurring validation of compliance of the domains involved. As a direct result, 295 aggressors were inactivated, 229 cases were effectively eliminated and a 92% success rate was achieved in the treatments, an indicator that validates the efficiency of the method applied.
The consolidation of these actions was also reflected in the evolution of the Branddi Score, Branddi's proprietary index to measure brand safety, which reached 91 points in December, signaling greater protection of the brand against brand bidding practices. The benefits generated include a structural reduction in aggressiveness in the Search environment, lower risk of diversion of qualified traffic, increased operational predictability and strengthening of governance over brand assets, creating a safer, more controlled and sustainable digital ecosystem for Mercos.