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Bold and disruptive, this is how this Barcelona-based global brand is recognized. They grew unstoppable for years, then the fierce digital competition and the market forced them to do what they knew best: reinvent themselves and turn their brand image around. Today, Desigual is active with its e-commerce in more than 25 countries.
Our first step was to dive into the business to understand the status of the Google Ads account. We performed an exhaustive audit where we identified a clear, prioritized battery of improvements. Among the suggestions, we highlight the following ones: improvement of the Ads Quality Score, conversion actions analysis by market and actions focused on guaranteeing data reliability.
The audit improvements were a quick and effective intervention while we were mapping out the long-term Google Ads strategy.
Javier San José
Head of CRM, Traffic & Customer InsightsDesigual
Thanks to the collaboration with Semmantica, we are seeing a notable improvement in our results and a much more efficient management
We gave a 360-degree turn to Desigual’s Google Ads strategy to unlock its full potential. Desigual was very clear about its objectives, both at the strategic level and country level, so together we set specific KPIs to help us measure the progress of our actions.
All this adapting to your seasonal and promotional calendar, working constantly to improve assets and ad creatives.
We started managing international PPC campaigns in 19 countries and, in less than a year, we have expanded to 28 countries. Not only have we opened new markets, but we have also achieved solid and profitable growth in each and every active market.
We structure our country strategy in three blocks: consolidated, fast-growing and expanding markets. By thoroughly understanding each country, its situation and our client’s competitors, we have been able to promote markets as diverse as the USA, Singapore or Japan, without forgetting the continued consolidation in European countries. We have strengthened our presence in North America and Latin America, as well as achieved unstoppable growth in the Middle East. But there are no borders for this brand, already present in Southeast Asia and Australia, proving that its reach is truly global.
For this outstanding performance, Semmántica has been finalist in the Google Agency Excellence Awards in the International Growth category. Google has recognized us as one of the 9 best cases of international growth in Europe, Middle East and Africa.
In just a few months managing Google Ads campaigns, the results have been extraordinary. We have managed to increase Google Ads sales by 86%, raising conversion rate by 68%. The icing on the cake has been to achieve a ROAS of 44% above the previous period, not to mention a sustained increase in traffic to their e-commerce and a reduction of CPA by 32%.
Google Ads has served as a business catalyst, improving all KPIs and positioning itself as a fundamental channel for its digital strategy.
86% + sales volume
44% + ROAS, Return on investment
68% + conversion rate
32% – CPA, Cost per acquisition
(Data July 2023 – June 2024 comparative YoY)
Desigual has its own attribution model that allows us to understand the contribution of each channel to the final results. An advanced model that represents a challenge in data integration but that finally allows us to obtain better results in terms of optimization.
We worked to get the most out of the data, such as using CDP data to create audiences in Google Ads. We have also added value in decision making with dashboards and reports (using Looker Studio among others) that allow for agile data visualization.
In collaboration with hiberus, our parent company, and his hiberus Search specialists team, we’re carrying out a combined SEO-SEM project. This initiative maximizes Google Search channel efficiency by analyzing incrementality and optimizing resource allocation, ensuring we avoid cannibalization and unlocking the full potential of both organic and paid search.
Desigual and Semmántica are completely aligned. Our ambition is the client’s: to improve their results to boost their business. A daily teamwork that is undoubtedly showing its fruits.
Where intent turns into sales: The Search Network.
Shopping and Performance Max campaigns: The core of any e-commerce.
Expand your e-commerce internationally and access new markets.
Scale your visibility by reaching multiple locations and expand your upper-funnel
Nos hubiera encantado que el histórico de datos se hubiera transferido por arte de magia a Google Anaytics 4, pero este no ha sido el caso.
Si aún no has exportado tu histórico debes ponerte manos a la obra porque la semana del 1 de julio de 2024 Google procederá a eliminar los datos recogidos por Universal Analytics. En esta guía te explicamos paso a paso como exportar y guardar tu histórico de datos de manera práctica, útil y comparable.
¿Qué ocurrirá durante esa semana? Google explica que a partir de dicha semana no se podrá acceder a ninguna propiedad de Universal Analytics ni a la API (ni siquiera con acceso de sólo lectura), y se eliminarán todos los datos. Así que si no quieres perder tus datos, ponte manos a la obra.
Y atención porque Google indica que si bien la retirada de las propiedades estándar tardó semanas en completarse, la retirada total de Universal Analytics solo tardará una semana en completarse.
Porque los datos van a desaparecer definitivamente, y sólo teniendo el histórico podrás comparar tus datos con el pasado, ver tendencias, evolución y por tanto realizar un análisis adecuado para la toma de decisiones.
¿Te interesa? Si quieres nuestra guía de exportación, simplemente rellena este formulario escribiendo GUÍA en el campo de comentarios y te la enviaremos por correo.
En Semmántica llevamos más de dos años empleando la API de conversiones de Meta, una herramienta que consideramos clave para la evaluación y optimización de tus campañas en Instagram y Facebook.
En nuestro artículo Facebook API conversiones (CAPI) te explicamos como funciona, pero si eres un pro y quieres más información, solicita el manual completo indicando MANUAL API en el último campo del formulario.
Beatriz Borrás Marco
Especializada en Meta Ads, TikTok Ads y LinkedIn Ads, Beatriz realiza campañas de Paid Media de la A a la Z. Diseñando la estrategia junto con el cliente, implementando, gestionando y optimizando continuamente las campañas. Apasionada de las redes sociales, la fotografía y el diseño.
Mayoral es la marca de moda infantil de origen español más consolidada en nuestro país. Lleva 80 años “haciendo amigos” y su ecommerce está presente en múltiples países. Esta marca española está logrando mantener un equilibrio único entre tradición y una decidida apuesta por la innovación digital.
Nuestro reto era gestionar todos sus canales de pago en 16 países y sacar el máximo partido al dato gracias a la medición de activos digitales.
Con un consumidor omnicanal por naturaleza, la estrategia digital para ecommerce también debe serlo. Google Ads, Social Ads y la publicidad programática funcionan como una máquina bien engrasada en busca de una sinergia total. Importamos en los distintos canales audiencias personalizadas de Google Analytics así como datos de CRM para asegurar que los impactos publicitarios se generan al público objetivo más adecuado.
En España, Mayoral se ha enfrentado al desafío de conseguir una presencia sólida entre padres millennials, un público que conoce la marca de siempre pero no se sentía identificado con ella. Mayoral ha sabido ser rompedor a la vez que mantiene su esencia con el spot #mayoraldance.
Para generar impacto ha sido crucial la consistencia y coherencia entre todo el spectrum de medios. A la vez que Mayoral ha promocionado su spot en la TV lineal, hemos implementado una sofisticada estrategia de Paid-Media digital: YouTube, Social, publicidad programática incluso Connected TV. Tres semanas de impacto que sin duda han significado un punto de inflexión en su imagen de marca.
Hemos demostrado que YouTube puede acelerar el customer-journey, ¿la clave? Sacar el máximo partido a su segmentación y variedad de formatos. Todo para guiar al usuario en su camino a la conversión.
Esta fue nuestra estrategia de formatos YouTube para la campaña #Mayoraldance:
Si hay un sector donde debemos considerar la competencia a nivel mundial es la moda. En Semmántica gestionamos las campañas de Mayoral en 16 países y 10 idiomas diferentes. Hemos logrado resultados extraordinarios en Italia, país tradicionalmente exigente en cuanto a diseño, estilo y calidad.
Además, gestionamos sus campañas en Portugal, Reino Unido, Alemania, Francia, Polonia, Austria, Grecia, Bélgica, Países Bajos, Irlanda, Rumanía, Bulgaria, México y EEUU.
“Think local to grow global” es nuestro credo y una valiosa lección que hemos aprendido como agencia partner Google International Growth Program.
Semmántica ha sido una de las 10 finalistas EMEA (Europa, Oriente Próximo y África) en la categoría «International Growth» que reconoce el trabajo realizado en la gestión de campañas Google Ads para el crecimiento internacional de Mayoral.
Gracias a las sinergias entre Mayoral y Semmántica hemos forjado un equipo cohesionado con una visión unificada. Juntos estamos dando pasos de gigante Marina Bastías, Responsable Tráfico y Estrategia Online de Mayoral
Gracias a las sinergias entre Mayoral y Semmántica hemos forjado un equipo cohesionado con una visión unificada. Juntos estamos dando pasos de gigante
Mayoral optó por migrar el CMS de su ecommerce pasando de una medición basada en la carga de página a un SPA o Single Page Application. Al no ser una solución convencional, la complejidad estaba asegurada. Con la migración se ha implementado Google Analytics 4 en la versión 360.
En cuanto a la estructura de cuentas de Google Analytics, el objetivo era migrar las propiedades de Universal Analytics de todos los países para poder acceder desde una misma propiedad de Google Analytics 4. Trabajar bajo el mismo paraguas ha agilizado la toma de decisiones diaria y ha contribuido al mayor aprovechamiento de los datos.
¿Dónde hemos aportado más valor? Gracias a nuestro etiquetado exhaustivo de todas las campañas de pago y acciones de marketing podemos medir los efectos de cada una de ellas. La cantidad de países e idiomas diferentes complejiza el ecosistema de campañas Paid Media, sin embargo la nueva metodología propuesta ha servido para disponer de información más clara y fiable en cuanto al rendimiento de los diferentes canales de marketing. Además hemos implementado Consent Mode para poder abordar los cambios en el ámbito cookieless.
Para Mayoral la experiencia de usuario debe ser óptima en todos los países, por eso el ecommerce de Mayoral ofrece múltiples métodos de pago. Uno de nuestros próximos hitos en el ámbito de la analítica va a ser la medición avanzada de ventas de los distintos métodos y plazos de pago para cada país.
We manage your SEM campaigns as an extension of your digital marketing department.
The Meta universe managed from a single platform.
Access new online advertising space and run high-impact campaigns in record time.
Translate business objectives into clear KPIs and you will understand how your users interact with you
Taught by certified experts who have been using it since it became available and have migrated more than 100 companies from Universal Analytics to Google Analytics 4.
Your most important data to make decisions at a glance.
Mayoral is the most consolidated children’s fashion brand in Spain. For more than 80 years, Mayoral has lived up to its slogan ‘Making Friends,’ with its e-commerce presence across multiple countries. This Spanish brand is managing to maintain a unique balance between tradition and a strong commitment to digital innovation.
Our challenge was to manage all of their paid channels in 16 countries and get the most out of the data thanks to an effective web measurement strategy.
With an omnichannel consumer by nature, the digital strategy for e-commerce had to cover multiple channels as well. Google Ads, Social Ads and programmatic advertising worked as a well-oiled machine. We imported custom audiences from Google Analytics as well as CRM data into the different channels to ensure that advertising impacts were generated to the most appropriate target audience.
In Spain, Mayoral faced the challenge of achieving a solid presence among millennial parents, an audience well-acquainted with the brand but who didn’t feel represented by it. Mayoral surprised this audience while maintaining its essence with the #mayoraldance spot.
Consistency across the entire media spectrum was crucial to generate impact. While Mayoral promoted its spot on linear TV, we implemented a sophisticated digital Paid-Media strategy : YouTube, Social, programmatic advertising and even Connected TV. Three weeks of impact that meant a turning point in its brand image.
We proved that YouTube can accelerate customer-journey, what was the key to success? Make the most of the segmentation and variety of formats . Everything to guide the user on their way to conversion.
This was our YouTube format strategy for the #Mayoraldance campaign:
If there is one sector where we must consider global competition, it is fashion. At Semmántica we manage Mayoral’s campaigns in 16 countries and 10 different languages. We achieved extraordinary results in Italy, a country traditionally demanding in terms of design, style and quality.
We also managed its campaigns in Portugal, UK, Germany, France, Poland, Austria, Greece, Belgium, Netherlands, Ireland, Romania, Bulgaria, Mexico and USA.
“Think local to grow global” is our credo and a valuable lesson we have learned as a Google International Growth Program partner agency.
Semmántica was one of the 10 EMEA (Europe, Middle East and Africa)finalists in the “International Growth” category, which recognizes the work done in Google Ads campaign management for Mayoral’s international growth.
Thanks to the synergies between Mayoral and Semmantica, we have forged a cohesive team with a unified vision. Together we are making giant progress Marina Bastías, Head of Traffic and Online Strategy at Mayoral
Thanks to the synergies between Mayoral and Semmantica, we have forged a cohesive team with a unified vision. Together we are making giant progress
Mayoral opted to migrate its ecommerce CMS from a page load based metric to a SPA or Single Page Application. As it was not a conventional solution, complexity was assured. With the migration, Google Analytics 4 has been implemented in the 360 version.
Regarding the Google Analytics account structure, the goal was to migrate Universal Analytics properties from all countries to be accessible from the same Google Analytics 4 property . Working under the same umbrella has streamlined day-to-day decision making and contributed to greater data utilization.
Where have we contributed the most value? Thanks to our exhaustive labeling of all paid campaigns and marketing actions , we can measure the effects of each one of them. The number of different countries and languages makes the Paid Media campaign ecosystem complex, however the new methodology provided clearer and more reliable information regarding the performance of the the various marketing channels. We have also implemented Consent Mode to address changes in the cookieless domain.
For Mayoral, the user experience must be optimal in all countries, which is why Mayoral’s e-commerce offers multiple payment methods. One of our next milestones in the field of analytics will be the advanced sales measurement of the different payment methods and terms for each country.
Antes que nada, queremos conocerte. Sólo teniendo claro cuales son tus objetivos y conociendo en profundidad las necesidades de tu negocio podremos remar juntos hacia la misma dirección.
Ayudar a tu negocio a crecer en los canales digitales es nuestra esencia, la razón de nuestra existencia. De forma sostenida y rentable, sin trucos, sin artificios. Y en ese sentido nos va el barro, porque nos lanzamos continuamente a nuevos retos.
Profesionales, cercanos, continuamente adelantándonos al problema y divisando oportunidades para tu negocio. Porque la actitud marca la diferencia.
Natalia Sampériz
CEO y FundadoraSemmántica
Para mí lo más importante son las personas, por eso cuidar a mi equipo y atender a nuestros clientes con vocación de servicio son mis prioridades como directora de Semmántica
Estamos orgullosos de llevar más de 10 años trabajando con nuestros primeros clientes. Si lo que buscas es lanzar una campaña deprisa y corriendo pensando sólo en hoy, entonces no somos tu agencia. En Semmántica estamos convencidos de los beneficios que la analítica y la publicidad digital pueden aportar a tu negocio en el medio y largo plazo.
Honestidad es una palabra que nos duele que esté mal usada en ocasiones. Nos consideramos gente honesta porque te decimos las cosas como son, sin dobleces. Lo que ves es lo que hay.
Somos conscientes de que tenemos una gran responsabilidad gestionando tu presupuesto y tus datos, por eso nos tomamos muy en serio nuestro trabajo. De hecho, no te engañamos si te decimos que, a veces, hasta nos quita el sueño.
El mundo digital cambia a un ritmo frenético, lo sabemos y por eso estar al día es una prioridad para nosotros. Y además nos encanta compartir conocimiento, por eso te invitamos a echar un vistazo a nuestro blog.
Te dejamos algunos podcast en los que hemos participado y en los que comentamos las novedades de Google ads y Analítica digital con algunos clientes nuestros. En ellos podrás escuchar las estrategias que mejor se adapten a tu modelo de negocio y con las que hemos conseguido alcanzar los objetivos de nuestros clientes. ¡Disfruta del mejor contenido del sector!
First of all, we want to get to know you. Only by knowing the objectives and needs of your business will we be able to row together in the same direction.
Empowering your business to grow in the digital channels is our reason to be. We are committed to fostering sustainable and profitable growth. Your success is our mission, and we are here to guide you with integrity and authenticity. To achieve that we are continually throwing ourselves into new challenges.
Professional, friendly, continuously anticipating the problem and spotting opportunities for your business. Because attitude makes the difference.
CEO & FounderSemmántica
Taking care of my team and offering outstanding and personal service to our clients are my priorities as director of Semmántica
We are proud to have been working with our first customers for more than 10 years. If you are looking to launch a campaign in a hurry, thinking only about today, then we are not your agency. At Semmántica we are convinced of the benefits that analytics and digital advertising can bring to your business in the medium and long term.
Honesty is a word often misused nowadays. We consider ourselves honest people because we communicate the reality to our clients so they can take the best decision. What you see is what you get.
We are aware of the great responsibility that brings managing your budget and data, and for that reason, we take our job very seriously. We are honest when we tell you that sometimes it even keeps us awake at night.
The digital world changes as we speak, and that is why being up to date is a priority for us. And we love to share knowledge, so we invite you to dive into our blog.
Zerca! is a nationwide marketplace founded in 2020 that offers more than 300,000 products in various categories. From cosmetics and beauty to food products. But it is not a conventional e-commerce, there is something that makes it very special: all its products come from local businesses. And not just a few, because Zerca! sells products from more than 1,200 local partners throughout Spain.
The first challenge was undoubtedly the size of its catalog. Zerca! sells more than 300,000 products in more than 12 verticals. Our client competes not only with the leading generalist e-commerce platforms but also with the specific categories ones. How could Zerca! be competitive and manage its catalog efficiently having more than 1,200 local partners?
Online shopping has been extremely disruptive for retailers. Consumers enjoy the ease of online shopping, however, many of them do not want the neighborhood stores to disappear.
Zerca! offers an online showcase for local businesses, multiplying their reach and visibility. However, how could this underdog be competitive with the renowned online platforms and find their place in the Spanish market? Google Ads was the answer. Immerse yourself in this story of David and Goliath.
The real breakthrough for Zerca! came with the implementation of Google Shopping campaigns. We highlight the 4 pillars that contributed to its success.
Leandro Lasheras
Head of EcommerceZerca!
Just a few months ago, I could not have imagined achieving such a competitive cost per acquisition (CPA). Semmántica has carried out a meticulous and high-quality performance
The results were exceptional, increasing sales conversions by 539% (from 811 to 5191) and achieving a record number of orders during Black Friday. And the cherry on the cake was achieving an average ROAS of 940%.
539% increase in sales conversions
5.68€ Average CPA
940% Average ROAS
(Period analyzed: November 2021-January 2022 compared to the previous quarter)
But let’s go further, because both conversions and sales in January exceeded those of December, revealing that this big jump was not temporary, but had brought solid growth with it. Google Ads got consolidated as Zerca!’s main sales channel, accounting for more than half of all sales.
We are proud that Google has selected our case to be shared, if you want to know more about the Google Ads strategy we invite you to read it: Official Case approved by Google.
Connect with your audience on their favorite networks, capturing their attention during their entertainment moments.
Zerca! es un marketplace a nivel nacional fundado en 2020 que ofrece más de 300.000 productos de diversas categorías. Desde cosmética y belleza hasta productos alimenticios. Pero no es un ecommerce convencional, tiene un aspecto que lo hace especial: todos sus productos proceden de negocios locales. Y no de unos pocos, porque zerca! vende productos de más de 1.200 partners locales de toda España.
El primer reto era sin duda la magnitud de su catálogo. Más de 300.000 productos en más de 12 verticales. Y es que nuestro cliente compite no sólo con las plataformas líderes generalistas sino también con los ecommerce de categorías concretas. ¿Cómo podía Zerca! ser competitivo y gestionar su catálogo de manera eficiente con sus más de 1.200 partners locales?
Por otro lado, el ecommerce ha significado una auténtica revolución para los comercios. Sin embargo, son muchos los consumidores que disfrutando de la facilidad de comprar online no desean que las tiendas de barrio desaparezcan.
Zerca! nace con el objetivo de ofrecer un escaparate online a negocios locales, multiplicando su alcance y su visibilidad ¿Cómo podía esta start up hacerse un hueco en el mercado español frente a las grandes plataformas? Google Ads fue la respuesta. Sumérgete en esta historia de David y Goliat.
El verdadero despegue de Zerca! tuvo lugar al implementar las campañas de Google Shopping. Pero no de cualquier manera, resaltamos los 4 pilares que contribuyeron a su éxito.
Hace tan sólo unos meses no hubiera imaginado conseguir un coste por adquisición (CPA) tan competitivo. Semmántica ha realizado un trabajo meticuloso y de calidad
Los resultados fueron excepcionales, aumentando las conversiones en ventas en un 539% (pasando de 811 a 5191) y logrando el récord en número de pedidos durante Black Friday. Todo ello alcanzando un ROAS medio del 940%.
539% + conversiones de ventas
5,68€ CPA medio
940% ROAS medio
(Periodo analizado: noviembre 2021- enero 2022 comparado con el trimestre anterior)
Pero vayamos más allá, porque tanto las conversiones como las ventas de enero superaron las de diciembre, lo que reveló que ese gran salto no era temporal, sino que había traído consigo un crecimiento sólido. Google Ads se consolidó como principal canal de ventas de Zerca! siendo responsable de más de la mitad de todas sus ventas.
Estamos orgullosos de que Google ha seleccionado nuestro caso para poder ser compartido, si deseas conocer más al detalle la estrategia de Google Ads te invitamos a leerlo: Official Case approved by Google.
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