During these years, its R&D team has been developing food supplement formulas based on natural and 100% vegetarian ingredients for colon cleansing and internal detoxification treatments, immune system reinforcement, etc.
Natural Swiss, a pioneer in marketing in the traditional retail channel (mainly pharmacies), at one point made a strategic commitment to the online channel (B2C) and internationalization as pillars of growth for the brand.
The client perceived that the returns on its marketing efforts varied across markets, which were managed separately by various SEM agencies at the national level in each of the countries.
After an exhaustive SEM audit and an analysis of keywords and search trends updated in these languages, I suggest some lines of action to improve results, in the image and likeness of Italy (Google Ads account that I already managed) based on four pillars or SEM strategies:
I carried out a restructuring of the skeleton of the campaigns, an enrichment of the high-performance themes already proven in other markets as well as a renewal of the ads to gain relevance at the level of each of the new ad groups of the new structure.
It was important to achieve a high level of impression coverage on those generic keywords with the highest intent, as these visits initiated those conversion paths that often ended up in branded searches, remarketing or other traffic channels, such as direct.
I proceeded to set up the Merchant Center for each marketplace, edit the product feeds in those languages and experiment with product listing ads.
Over time, after months of monitoring and optimization, Google Shopping campaigns have been absorbing part of the conversions and revenue that previously came from classic text ads(diversification in search).
The increase in the return on advertising investment in Google Shopping campaigns is remarkable. The most recent automatic bidding strategies (ROAS, for example) have strengthened the return obtained with these campaigns.
Similar to the Italian success story, I proceeded to design and implement Display campaigns, segmented according to a variety of audiences (purchase intent, affinity, locations, custom audiences, etc.).
The prospecting campaigns were intended to generate brand discovery. These visits would then appear in reports as starting points for conversion paths, usually via branded searches, towards meeting performance objectives.
Display quickly became a powerful and effective mechanism for conversion and revenue growth, the "de facto" source of more than 50% of conversion paths. A volume that could not have been achieved through search campaigns alone. The utility of these display campaigns is thus fulfilled: generating incremental conversion volume.
To work on the final phase of the customer's journey, I took exquisite care in designing and implementing Remarketing - effective and non-intrusive - that sought to find that user who was certainly interested (as he had already visited the website) but who - probably - had not yet found that moment of calm to complete his purchase.
Remarketing campaigns impacted through different text and graphic formats to interested users, both in search (RLSA) and Display ("classic" Remarketing).
Enrichment of themes and keywords of high intentionality.
Improvement of the Quality Score of the account.
Diversification of the conversion mix (50% Search, 50% Display).