Savegnago reduz CPC de termos institucionais
Published on
Savegnago Supermercados, Rede Forte do Interior, began its journey in August 1976, in Sertãozinho, São Paulo. Founded by Aparecido Savegnago, who wanted to unite his family at work, the supermarket started with one store and a strong commitment to family values. This respect and attention to the customer became the chain's differentiator, winning the hearts of families in São Paulo.
Since then, the chain has grown significantly, doubling in size in 1978 and expanding to 5 stores in Sertãozinho in 1979. Currently, the group is present in 20 cities, with 62 stores, impacting around 5 million people and generating more than 12,400 direct jobs. Savegnago occupies 1st position in the interior of São Paulo, 8th in the state of São Paulo and 15th in Brazil in terms of revenue, according to the Brazilian Association of Supermarkets (ABRAS).
Our competitor cleaning work revealed a direct correlation with CPC reduction. We identified that unfair competitors were using our name in paid advertising campaigns, inflating costs per click and harming campaign efficiency. Additionally, we faced challenges related to customer safety and brand visibility, due to online fraud that compromised our reputation.
We collect daily data on the campaigns' cost per click (CPC) and the number of competitors, overlaying this information for analysis, as illustrated in the graph above.
Branddi has taken a comprehensive approach to combating Brand Bidding and fraud faced by Savegnago. Strategies included continuous monitoring of the brand's online activity to identify inappropriate advertisements and online fraud that used the brand's name, followed by requests to remove this content.
In addition, Branddi used advanced pre-fraud technology, which allows it to identify newly registered fraudster sites. These actions resulted in increased budget efficiency and institutional marketing visibility.