International SEM campaign strategy in Google ADS, Meta and Amazon ADS

The Challenge

Prat Brands wanted Increase the volume of direct sales in eCommerce of its four brands and rely less on marketplaces, like this position yourself nationally and internationally, especially in the most interesting and high-performing markets, such as France and Italy.

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The Novicell Solution

As a starting point, we made a auditing the performance of previously executed paid campaigns, from both Google Ads and Social Paid. This is how we identify aspects to correct and improve, including:

• The configuration of the objectives in Google Analytics.
• The bidding strategy and audience segmentation.
• The distribution of the budget.
• The organization of keywords.

Thanks to the audit, we were able to develop a strategic plan focused on the creation of new international payment campaigns, impacting the target audience of each market.

The organization makes the difference in the development of a project and promotes the achievement of objectives. Thanks to the active collaboration of the Prat Brands marketing team, we managed to define a schedule of shared actions that made it possible to speed up and optimize the launch of each campaign, with graphic creatives designed ad hoc for the promotion of products in different countries and markets. The impact of these was positive thanks to great teamwork.

It was made a study on the seasonality and performance of different markets, for the four Prat Brands brands. In this way, we managed to structure the SEM campaigns at an international level and to strategically distribute investment in the long term, with the objective of achieving greater returns in each country.

The campaigns were structured on the different payment platforms, focused on different countries: Spain, Italy and France. With the objective of impacting the user during the purchase process, boost brand awareness and encourage conversion, through specific and personalized remarketing actions.

On the channels of Social Paid, we design dynamic campaigns of product feed to encourage interaction and conversion. In Google Ads, we develop search campaigns, YouTube and Performance Max for specific and limited promotions on the items of each brand.

We explore new horizons structuring different campaigns in Amazon Ads, focused exclusively on conversion.

After an initial phase of collecting and analyzing data on the performance of campaigns in each market, we refined the strategy and designed an investment roadmap aimed at balancing budget and efforts according to the products that obtained the highest return.

La FITFIU Fitness brand obtained 100% in ROAS average in Spain and managed to open sales in new international markets, as for example in Germany.

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