Rapid growth with international performance strategy for Wallgroup
Rapid growth with international performance strategy for Wallgroup
What?
In the Netherlands, Wallgroup grew strongly, but with a market of 17 million people, the growth potential was slowly diminishing. The next step? International growth, without investing in expensive branding channels like TV or social media. The challenge was clear: how do you smartly scale up to multiple countries while maintaining profitability and control?
How?
Together with Wallgroup, we developed a scalable international performance strategy based on data and automation. With a combination of Performance Max campaigns, dynamic retargeting, a CDP for personalization, and SEO content, we set up a structure that can be easily replicated in other markets. Each country received its own domain, product feed, and setup – fully tailored to local needs and behaviors.
International scaling
From the Netherlands to Europe
International scaling started with standardizing the Dutch setup. Then we determined the priority for each country, purchased local domains, and ensured translations. Each country received:
- A local webshop in the correct language
- A specific product feed via Channable
- Dynamic ads tailored to user data
With smart scripts, we label all products daily based on performance (30 and 90 days). This data drives the campaigns. Search and social advertising also run entirely on data – this way, we stay within the correct CRR limits and can quickly adjust to deviations.
Search with tight control
Search campaigns are reviewed twice a week on CRR (Cost-Result-Ratio). If the overall CRR is higher than 25%, we pause campaigns that exceed 40%. If the CRR drops below 25% again, the campaigns go live again. This way, we maintain control over profitability and steer based on current performance.
Each shop category has its own ad group. If data emerges in a broad campaign for a theme without an existing category, we store that data. The SEO team then translates this into new content and categories. This way, performance and content continuously feed each other.
Data-driven performance strategy
One strategy, endless scalability
Instead of investing in brand awareness, we chose a data-driven performance strategy. It is built from:
- An own data warehouse that links all channels (Google Ads, Analytics, Facebook, Pinterest, Spotler Activate, Magento2)
- Performance Max campaigns with daily optimization
- Dynamic retargeting banners with product adaptation per user
- Email flows after sample requests and content with practical 'how-to' information
- SEO strategy that covers both exploratory and transactional search intents
- Real-time reports per channel to steer daily on targets
Strategy for the future
Wallgroup is active in 10 countries, by the end of 2022 that will be 12. The bar is set at a minimum of 50 orders per month per country. From 2023, we expect to roll out 5 to 10 new countries per year. This approach works – and has already been applied to AGU and CROP – Nonpaints.com.
