{"id":4268170,"date":"2021-05-22T10:10:00","date_gmt":"2021-05-22T08:10:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/a-google-search-marketing-strategy-for-twenty-countries\/"},"modified":"2025-12-08T11:14:41","modified_gmt":"2025-12-08T09:14:41","slug":"a-google-search-marketing-strategy-for-twenty-countries","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/a-google-search-marketing-strategy-for-twenty-countries\/","title":{"rendered":"A Google search marketing strategy for twenty countries"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >JYSK<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A Google search marketing strategy for twenty countries<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/06\/trend-vision-e1599476355411.jpeg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >JYSK is an iconic Danish retail chain which sells \u201ceverything for the home\u201d.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >The brand was founded in 1979 and though the owner had big dreams, he never expected his business to grow so fast. What started off as one store in Denmark has transformed into more than 2,800 stores in 52 countries worldwide. Given this rapid development, the company needed help in devising a Google Search marketing strategy and turned to DEPT\u00ae for help.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Improving digital communications via Google<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Nowadays, numerous shoppers get inspired and informed via digital brand communications. JYSK wanted to become a digital leader in this domain. However, it can be difficult for bigger well-known brands operating internationally, like JYSK, to establish consistent and measurable effects from their online marketing investments, such as Google Search. Thus, together we created a strategy for the company\u2019s Google Search marketing that is managed from one central location and with\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/predicting-conversion-intent-in-real-time\/\" target=\"_blank\" rel=\"noreferrer noopener\">predictive forecasting<\/a>. This gives the brand the right tools to decide where to focus their budget and resources to maximise their return.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"fifty-fifty-asset\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >A Google Search strategy that is transparent and enables predictive forecasting<\/p>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/06\/93522.jpeg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/06\/90963.jpeg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Optimising based on one global strategy<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Given this large and intricate undertaking, it was clear that any set-up our team put in place would have to embrace complexity but at the same time be action-oriented and automate processes whenever possible. So, the first step to an action-oriented set-up was to design a solid Google Ads account structure which would deliver a strong\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/the-future-of-data-privacy-and-ethics\/\" target=\"_blank\" rel=\"noreferrer noopener\">data<\/a>\u00a0foundation enabling the company to make decisions based on these insights. Thus, we created unity across the different countries and categories by aligning the company\u2019s Google Search strategy globally and by working with one native specialist per market.<br><br>We proceeded by segmenting the company\u2019s shopping campaigns and expanded the number of keywords used per market, ensuring JYSK\u2019s ads performed better. We also automated the company\u2019s Google Text and Shopping ads to make this process more efficient. Additionally, we put in place a third-party tool called DataFeedWatch to continuously optimise and improve the content of JYSK\u2019s product feeds in order to improve the brand\u2019s Google Shopping performance. This means numerous attributes, such as titles, were enriched by adding synonyms to individual product types. Several different scripts were also implemented which constantly check for anomalies or broken URLs since twenty accounts are almost impossible to monitor manually. Lastly, our specialists combed through the company\u2019s existing setup and fixed any incorrect settings and added missing extensions.<br><br>By optimising the company\u2019s campaigns, we created a complex set of high-quality data which\u00a0<a href=\"https:\/\/www.deptagency.com\/story\/stop-overvaluing-your-channels-use-a-data-driven-attribution-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">algorithms<\/a>\u00a0can use to optimise their marketing budget. Our team was able to do this by analysing the full customer journey and using attribution to shift the budget to areas which yield a higher return on investment. We also leveraged bid management to avoid budget limitations.<\/p><\/div>\n\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t33%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tROAS growth\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t99%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tRevenue increase\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t72%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tGrowth from Google to store\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >From gut feeling to facts<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>With a large digital media investment across twenty markets, JYSK and DEPT\u00ae observed big results thanks to new data, specialist and country-focused execution of search marketing. The brand can now easily see the effects of their Google marketing efforts enabling them to focus their budget and resources to maximise their return:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Their ROAS grew by 33%.<\/li><li>While revenue increased by 99%.<\/li><li>Google Paid Search tracked to store visits (where measurable) grew by 72%.<\/li><li>Omnichannel ROI grew by 41%.<\/li><li>This digital strategy drives 58% of the total growth of JYSK, with online sales crossing a massive milestone of one billion Danish Krones in the latest financial year.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Armed with knowledge and digital marketing tools which unites twenty countries, JYSK is able to accelerate its business.\u00a0<\/p>\n<\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4268172,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#08B305","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[1183],"case-category":[42669],"award":[],"person":[741],"case-industry":[42670],"class_list":["post-4268170","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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