The Brazilian cosmetics company, Natura, recently achieved significant sales success in its physical stores. This happened shortly after its Marketing team began using PMax for Retail campaigns in its offline modality . Also called Performance Max, this type of campaign is available for use by merchants like you on the Google Ads platform.
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PMax Offline campaigns have proven to be an excellent omnichannel solution by integrating Digital Marketing with Natura's physical stores. This is because they utilize Artificial Intelligence, Machine Learning, and Automation to deliver ads to the audience most likely to visit the advertiser's stores. It displays ads on Search, Display, Discovery, Maps, and YouTube—in other words, across all Google channels.
Thus, through this Omnichannel Digital Marketing approach, the company was able to attract new customers, especially for its physical sales channels. In addition, it strengthened the bond with those who were already part of the brand's customer list. Learn more about this success story with the Google Ads platform and results below! Keep reading!
DISCOVER THE HISTORY OF NATURA
Natura's history began in 1969 on the initiative of Luiz Seabra. He opened the company in São Paulo and, the following year, began selling his products in a store on Oscar Freire Street, very close to the famous Paulista Avenue.
Once the brand had reached a certain level of growth, the company's board of directors adopted the Direct Sales system in 1974, further boosting the business. In 1982, the company began selling its products in Chile. Ten years later, in 1992, it also began selling in Argentina and Peru.
From then on, Natura only grew. Today it has two factories in Brazil, 7 employees and 8 million consultants. In addition, it has an online store , more than 770 company-owned stores and more than 100 franchises, and operates in more than 60 countries, where it sells perfumes, body care, bath products, hair care and makeup, etc.
In 2024, soon after noticing that digital channels had a direct influence on purchases in physical stores, Natura's board of directors decided to implement a Marketing project with the Google Ads platform, which provided a great return. Learn more about this project below!
NATURA'S PROJECT WITH THE GOOGLE ADS PLATFORM
Natura's project to boost sales in its physical channels consisted of using the Google Ads platform to generate ads capable of driving consumers to the closest and most suitable stores for them. But not only that. The ads also had to trigger this impulse at the right time, that is, when consumers were most likely to buy. In the next text block, we will show the solutions of this project. Stay tuned!
SOLUTIONS
The main solution for Natura's project is undoubtedly PMax Offline. As mentioned earlier, this type of campaign, available on the Google Ads platform, intelligently displays ads across various Google digital channels, aiming to drive consumers to the company's physical stores. It's an incredible paid traffic tool.
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Using data such as keywords, user location, distance to the nearest physical store, device, user intent and interaction with creatives, PMax Offline can distinguish which online consumer is most likely to visit a physical store.
Additionally, PMax Offline automatically optimizes bids. It does the same thing with audiences and creatives. This way, it maximizes conversions.
Natura also used the Sales Lift model as part of this project to analyze consumer experiences and understand the impact of the ads. The company discovered that PMax Offline had an extremely positive effect. Check out the results below!
RESULTS OF NATURA'S PROJECT WITH THE GOOGLE ADS PLATFORM
Through the PMax Offline campaigns on the Google Ads platform, Natura achieved:
- 6% increase in visits to its physical stores;
- 9% increase in sales.
As you can see, PMax Offline campaigns are a great investment for those who want to work with omnichannel projects , integrating physical and digital channels. For those who operate in e-commerce and, at the same time, in physical retail, it's a good idea to implement. Learn how to do it below!
HOW TO IMPLEMENT GOOGLE ADS IN YOUR BUSINESS?
To implement Google Ads PMax campaigns for your unified business, rely on the support of e-Plus Agency! e-Plus Agency has been Google Ads certified since 2015 and is also a Google Premier Partner . Therefore, it has the expertise and credibility to plan, create, implement, test, configure, optimize, evolve, scale, and manage digital marketing projects using this technology.
Learn more about the e-Plus Agency!
e-Plus Agency has over 10 years of market experience, specializing in e-commerce development and digital marketing. It has already completed over 400 large projects for companies such as Rede Torra, Miess, and Zorba, in Brazil, Argentina, Ecuador, Colombia, Costa Rica, Spain, and Portugal, among other countries. You can also hire us from anywhere in the world. To do so, click the button below and start a conversation with our team via messaging app right now:
