Zenvia reduz CPC em 57% com Proteção de Marca
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Zenvia is a leading company in the technology segment, specializing in unified and multichannel solutions to improve communication between companies and their customers. With the aim of creating personalized and fluid experiences, Zenvia allows companies to manage all interactions throughout the customer journey, from attraction to customer service and success. Founded with the mission of transforming business communication, Zenvia combines technological innovation with a humanized approach, focused on efficiency and optimization of communication processes.
Zenvia faced the challenge of Brand Bidding, a practice in which unfair competitors used the brand name in paid advertising campaigns. This resulted in a significant increase in cost per click (CPC) and a reduction in click rate (CTR), damaging the visibility and performance of the company's marketing campaigns. Furthermore, the diversion of qualified traffic negatively impacted the experience of consumers searching for the Zenvia brand, increasing advertising costs and reducing the effectiveness of campaigns.
Branddi has implemented a comprehensive strategy to tackle the Brand Bidding problem. Using continuous monitoring and advanced detection tools, Branddi was able to quickly identify and take action against competitors who were misusing the Zenvia name. By notifying 90% of these competitors, it was possible to eliminate unauthorized ads, reducing CPC costs by 57% and increasing click-through rate (CTR) by 6%. Additionally, Branddi performed competitive analyzes to adjust marketing strategies, ensuring the integrity of the Zenvia brand and reallocating resources efficiently.