Redução de 82% no CPC e Melhora no CTR
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Ploomes is a Brazilian company leader in CRM and sales automation solutions, dedicated to transforming commercial processes into simpler, more efficient and strategic flows. Since its founding, the company has stood out for offering tools that integrate advanced technology and personalization, allowing its customers to make data-driven decisions and optimize their business operations.
With a diverse customer base, Ploomes is recognized for delivering significant results in productivity and conversion. The expansion of its digital presence strengthened its position as a reference in the market, but also brought challenges linked to brand protection and competition in an increasingly competitive online environment.
Ploomes' digital growth, while consolidating its prominence in the market, exposed the company to challenges related to unfair competition practices and increased digital costs. Among the main problems faced was the misuse of keywords associated with the brand by competitors. This has led to cost spikes in paid search campaigns, loss of visibility and direct impacts on digital campaign performance.
Among the aggressors identified, large international competitors stood out for using Brand Bidding practices, diverting qualified traffic and impacting Ploomes' results. This scenario highlighted an urgent need for strategic measures to eliminate these unfair practices and restore competitive balance.
Additionally, the company was faced with the challenge of improving key metrics such as CTR (click-through rate) and Impression Share (impression share), which were negatively influenced by these attackers. With highly competitive campaigns, brand protection and the efficiency of digital actions have become priorities for the company.
Ploomes counted on Branddi to develop a strategic solution that combined brand protection and digital campaign optimization. The approach was structured into three main steps:
The first front focused on identifying and eliminating unfair practices through Branddi's advanced digital monitoring tool. This technology made it possible to map and act against the most relevant aggressors, including large international brands. With quick and direct actions, the cases of these competitors were resolved, ensuring that they no longer impacted Ploomes' results.
The second stage involved adjusting digital campaigns to strategically optimize results. By eliminating bullies and practices like Brand Bidding, Ploomes achieved an 82% reduction in average cost per click (CPC). At the same time, the click-through rate (CTR) of campaigns increased by 16%, demonstrating greater user reach. Furthermore, the brand's Impression Share grew 29%, consolidating Ploomes' presence in the first position of search results and strengthening its visibility in the market.
The third stage focused on continuous monitoring and generation of detailed reports. This process not only validated the results obtained, but also guided the next steps of Ploomes' digital strategy. Branddi maintained active monitoring to prevent recurrences and ensure that new offenders were identified and dealt with quickly.