Sanitas had a big problem with their brand keywords, they were more and more expensive every day. Both internal players and external partners were competing for the same unregulated spaces, causing a huge unnecessary overcharge.
Set up of an adjustment model reducing PPC bidding in search engines for Sanitas and its internal and external competitors: affiliates, areas, offices, etc.
Based on the analysis of the evolution of bids and the market, a mathematical progression of CPC was defined for the first 4 positions enabling players to maintain the volume of clicks
reduction in the average CPC
We reduced costs for all players allowing growth in acquisition maintaining the same investment