Success Story: Semmántica drives Desigual’s international growth with Google Ads

The Barcelona-based brand is recognized globally as mold-breaker and avant-garde. They grew unstoppably for years, but 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, present with their e-commerce in more than 25 countries, they continue to be in everyone’s wishlist due to their unique style.

The take-off: paid media audit and first improvements

Our first step was to dive into the business to understand the situation of the Google Ads accounts. We conducted an exhaustive audit of their accounts resulting in a series of prioritized improvements. Among this battery of initial improvements we highlight the improvement of the Quality Score of the ads, the analysis of conversion actions by market or actions focused on ensuring the reliability of the data, among others.

This audit was a quick and effective intervention while we began to outline the Google Ads strategy in the long term.

Sophisticated Google Ads optimization

We gave a 360-degree turn to Desigual’s Google Ads strategy with the mission of maximizing its potential. Desigual was very clear about its objectives, both at the strategic level of the channel and in terms of country and campaign type, so together we set specific KPIs to help us measure the evolution of the change we were making.

What improvements were made?

• Implementation of Hagakure structures in the accounts for 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 analyze and optimize the data feed and Google Merchant Center with exhaustive tagging. Google Shopping is working: not only getting clear incremental sales but also attracting a new, younger and highly relevant buyer-persona.
• Adapting conversion action settings in all markets. By using Google Ads measurement we are providing more information to the tool and, therefore, it optimizes better. Again, a methodical work of configuration and continuous analysis.
• 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 modulate bidding strategies to adapt to Desigual’s seasonal needs. We want to bid at the right time in the right way, an objective with a lot of depth that we are implementing in layers.
• We guarantee brand advocacy: we perform a brand advocacy analysis for each market and activate various types of brand advocacy campaigns to avoid losing traffic and sales in this way.

All of this adapting to your seasonal and promotional calendar, constantly working on improving resources and creativities.

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 today. 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: established, fast-growing and expanding countries. By thoroughly understanding each country, its situation and our client’s competition, we have been able to drive markets as diverse as the USA, Singapore and Japan. Without forgetting the continued consolidation in European countries, we have strengthened our presence in both North America and Latin America, as well as achieving 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.

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%, increasing 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 ecommerce and a reduction of CPA by 32%.

Google Ads has served as a business lever, improving all KPIs and positioning itself as a fundamental channel for its digital strategy.

Data July 2023 – June 2024 comparative YoY

Cookieless, attribution and data visualization

Desigual has its own attribution model that allows us to understand the contribution of each channel and campaign to the final results. This advanced model is a challenge in terms of data integration, but it allows us to obtain better results in terms of optimization.

In line with the advancement of the cookieless world, we have worked to get the most out of data, for example 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 agile data visualization.

Synergies with SEO and future vision

We have initiated a joint SEM and SEO project, hand in hand with the team of SEO experts from hiberus. A project that aims to achieve greater efficiency in the Google search channel, combining synergies and optimizing resources by analyzing incrementality, among other key points.

Desigual and Semmántica are completely aligned. Our ambition is the client’s: to grow and improve their results to boost their business. A daily teamwork that is undoubtedly showing its fruits.

Semmántica and Desigual together at Google Consumer Day event

Semmántica is an agency specialized in Advertising (SEM) and Digital Analytics. It is Google Partner Premier, the highest certification that Google gives to its partner agencies. Additionally, it belongs to the exclusive group of Google Partners International Growth Program agencies selected worldwide and is recognized as a Meta Business Partner.