How zerca! made the big leap during the holiday season thanks to Google Shopping

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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.

Multiple challenges

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.

Our strategy

The real breakthrough for Zerca! came with the implementation of Google Shopping campaigns. We highlight the 4 pillars that contributed to its success.

1. Continued improvement of the product feed used for Google Shopping. Not only by applying Google’s suggestions but also by enriching it with extra information, which later allowed for a finer segmentation of the campaigns.
2. Detailed analysis and observation of product performance for months. We apply different strategies by product group according to their performance. And of course, we were continuously optimizing: which products we could push, which ones we advised to withdraw, and which ones had the potential to flourish.
3. Adapting to seasonality: essential to be relevant at the right time and connect with the consumer. From “sunscreen” in summer to “back to school”, among many others.
4. Smooth communication with the client’s team and great teamwork.. We weekly reviewed the KPIs, explained our findings to Zerca!, found solutions together, sometimes even consulted with their local partners, gave us feedback, applied learnings and started all over again…. A communication-action wheel that works seamlessly.

Leandro Lasheras

Head of Ecommerce
Zerca!

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

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%.

_{(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.

Official Google Case Study

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.

IMPLEMENTED SERVICES

Google Search Campaigns

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Google Shopping Campaigns

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YouTube Ads and Google Display Campaigns

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