ZALORA offers new campaigning support to time starved clients via Google Ads

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ZALORA has partnered with Google to launch a new marketing solution "Google Ads with ZALORA". The solution will provide brands with a wider range of Google Ads formats and campaign support from ZALORA, alongside tools that measure and optimise the marketing campaign. According to Yokesh Praphu, regional senior manager, paid performance at ZALORA Group, this solution is ideal for brands who may not have the time to optimise and run performance campaigns, as well as brands seeking to maximise traffic and revenue via their product pages on ZALORA. By prospecting new audiences through this solution, businesses can drive incremental revenue on top of their ominchannel strategy, he said.

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For interested brands, ZALORA will run campaigns via its Google Ads account on the brand's behalf. This will drive high intent shoppers to visit the ZALORA app or website to complete their purchase. ZALORA added that ideally, campaigns will have to last for a minimum of six to eight weeks, with a budget of at least SG$8,000 to SG$10,000. Brand's will also receive reports based on their desired outcome.

Additionally, Google Ads with ZALORA will work in conjunction with ZALORA's in-depth industry expertise and other platform service offerings, such as retail intelligence and analytics solution TRENDER, to run targeted and data-driven campaigns that meet business objectives, according to Tejas Kirodiwal, head of growth at ZALORA. The partnership comes after a string of successful pilot tests conducted during the second half of 2021. During the pilot tests, PUMA saw over five times total ROAS for PUMA shopping campaigns, while H&M saw 6.1 times total ROAS for H&M shopping campaigns.

The launch of Google Ads and ZALORA comes amidst a spike in eCommerce users. According to Google, Temasek and Bain & Company’s sixth edition of the e-Conomy Southeast Asia (SEA) Report, Southeast Asia is touted to be entering its ‘digital decade’ as the internet increasingly becomes an integral part of consumers’ daily lives. The region now has more than 440 million internet users, and importantly, 350 million of them, or about 80%, are digital consumers who have bought at least one online service.

Since the pandemic began, SEA has added 60 million new digital consumers, of which 20 million joined in the first half of 2021 alone. Catalysed by the pandemic, existing digital consumers ventured further into online services, and started buying services in new verticals since the outbreak began. Existing users are also relying more on digital services and spending more across most verticals. This increased adoption of digital services is showing no signs of reversal, as 9 in 10 new users in 2020 continue to use them in 2021.

Jerome Hamlin, head of industry eCommerce at Google, said that the partnership extends on the ongoing efforts between Google and ZALORA to drive digitalisation in businesses. "We’re excited to launch Google Ads with ZALORA to help accelerate eCommerce growth across the region and support brands to tap into the growing pool of digital shoppers,” he added.

Separately, ZALORA Malaysia recently saw an increase of up to 150% in new sign ups for its Community Influencer Programme as well as a 90% increase in time spent on the site following a revamp by creative and tech digital marketing agency, Bray Leino Splash. The influencer programme was launched late last year and encourages influencers and ZALORA customers to endorse and earn via their social media platforms, rewarding them a commission on sales. Bray Leino Splash was tasked to improve the user experience design of the site and make it easier for interested customers to sign up. Throughout the whole process, Bray Leino Splash worked with Leonard Chang, ZALORA's regional affiliate marketing lead, to ensure that its customers' needs were closely matched.

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