We tell you how we boost Cencosud’s performance through the complete management of digital marketing campaigns through Facebook Ads and Google Ads. through Facebook Ads and Google Ads.
Facebook is still the social network with the largest number of active users in the world (approx. 3 billion) so most businesses, whether small, medium or large, are there. Thanks to its functions to segment and personalize audiences, Facebook Ads has become one of the fastest and cheapest advertising tools to reach more people.
Google Ads is Google’s advertising platform and works with a keyword bidding system. The company that offers more investment for certain keywords appears first in Google search results. So… Which one is best for my business? Although they are two different platforms (and each has its advantages and disadvantages) each one operates at different points in the buying cycle, and making the most of the best of both tools will help you improve your results and achieve your goals.
Below we share Cencosud’s success story and tell you how, through Facebook Ads and Google Ads, we were able to improve their performance and maximize the return on investment.
Implementation of Facebook Ads and Google Ads to optimize Cencosud’s performance.
Cencosud is a multi-format retailer with presence in 5 countries (Argentina, Brazil, Chile, Peru and Colombia) and more than 140 thousand employees. Among its business units are the Jumbo, Disco and Vea supermarkets, which are 100% focused on offering the best shopping experience in terms of services and products.
Cencosud was looking to increase sales volume and maximize audiences, repeat visitors (as an opportunity) and conversion of leads into cash.
To achieve this objective, Known Online planned, developed, measured and audited the digital advertising campaigns of each of the brands, aimed at sales and brand positioning. To do so, we worked with Google Adwords, Facebook Ads and Instagram Ads with a focus on achieving conversions.
In addition, the following actions were carried out as part of the strategy of Digital Marketing.:
- Definition of the campaign structure in relation to the channel and its objectives.
- Implementation and monitoring of campaigns in Google Ads (all available formats + extensions), Facebook Ads and Instagram, being able to measure on-line objectives.
- In Google Ads, several campaigns were created for Search with Keywords divided into Brand Campaigns (made up of terms related to the brand) and Non Brand Campaigns (product categories without the brand).
- Campaigns oriented by type of products Food, Non Food or Electro.
- On Facebook / Instagram Ads worked in conjunction with prospecting and remarketing campaigns:
A) Prospecting Campaigns: Campaigns were carried out to detect potential customers by segmenting them according to age, interests, tastes, location of users, among other limits to reach the ideal audience.
B) Catalog Remarketing Campaigns: Tailored or personalized ads were created for users who had previously visited the website.
- Geographic segmentation in relation to the presence of brands within the country.
- Suggestions and improvement of ads to improve CTR, decrease Cost per Click and improve quality.
- Measurement of evolutionary KPIs around reach, impressions, interactions, cost and ROAS.
- Control of aggravating/harmful keywords for brands.
- Management of the value per CPA based on costs by brand, region and type of products offered.
- Dynamic budget: adaptation of the level of investment around the commercial direction.
- Optimization of investment, improvement of ROAS per channel.
- We work on search engine optimization strategies with the objective of bringing quality traffic to the site, improving sales in a sustained and scalable way.
As results of the 360 digital marketing strategies implemented in Cencosud, the following ROAS per brand were achieved: Jumbo Google Ads: 71.58, Jumbo Facebook Ads: 3.76, Disco Google Ads: 17.74 and VEA Google Ads: 24.91. Also considering all channels of the three brands, we have a revenue share of Jumbo Google Ads: 39.49%, Jumbo Facebook Ads: 1.48%, Disco Google Ads: 28.29% and VEA Google Ads: 44.32%.
