How we drove international growth with Google Ads at Desigual

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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.

The take-off: paid media audit and first improvements

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 Insights
Desigual

Thanks to the collaboration with Semmantica, we are seeing a notable improvement in our results and a much more efficient management

Cutting-edge optimization of Google Ads

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.

What we did and why it worked

• We implemented Hagakure structures across Search campaigns, streamlining daily management and unifying reporting and optimization processes. A methodical and complex change that we carried out in all markets.
• We boost Google Shopping campaigns: we performed an analysis and optimization of the data feed and Google Merchant Center with exhaustive tagging. Google Shopping is working by not only getting clear incremental sales but is attracting a new, younger and highly relevant buyer-persona.
• Adapting the conversion actions configuration in all markets. By using Google Ads measurement solutions, we are providing relevant information that helps the tool to better optimize.
• Implementation of Google Ads scripts: we have gone beyond what the platform itself offers us in terms of reporting. By implementing scripts we have detected the specific way in which our ads are displayed, being able to act and control each channel according to our objectives.
• We implemented layered bidding strategies to adapt to Desigual’s seasonal needs. We want to bid at the right time in the right way.
• We guarantee Desigual´s brand defense: We perform a brand defense analysis for each market and activate various types of brand defense campaigns to avoid traffic loss.

All this adapting to your seasonal and promotional calendar, working constantly to improve assets and ad creatives.

Google Ads campaigns in 28 countries around the world

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.

Doubling sales and boosting ROAS

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.

_{(Data July 2023 – June 2024 comparative YoY)}

Data attribution and visualization

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.

SEO joined Synergies and future vision

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.

Google Search Campaigns

Where intent turns into sales: The Search Network.

Google Shopping Campaigns

Shopping and Performance Max campaigns: The core of any e-commerce.

International PPC campaigns

Expand your e-commerce internationally and access new markets.

YouTube Ads and Google Display Campaigns

Scale your visibility by reaching multiple locations and expand your upper-funnel

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