How an abnormal beauty brand used Google Ads to reach audiences worldwide
Canadian beauty brand DECIEM has always thought outside of the box – it’s even baked into their title as The Abnormal Beauty Company. DECIEM started in 2013 as a small startup in Toronto with ambitious goals to go global in a competitive market: “[It] seemed impossible,” says Jordanne Dyck, DECIEM’s digital director, “but we knew we had the products the world wanted.” The company turned to the Google Ads Growth Formula to drive sustainable growth around the world. Today, their thriving brand The Ordinary is sold in more than 200 countries. Here’s how they did it.
NICOLA: When we started Deciem, we were a small group of good people who did everything Today, Deciem employs over 1000 amazing people and we now sell over two products every second.
JORDANNE: Trying to grow any startup is hard, but in the beauty industry, it feels impossible. We were up against brands that have been household names for decades. We had to make our limited marketing budget work way harder for us, so we turned to Google Ads.
Nailing the right Ads strategy can be difficult, but the Google Ads Growth Formula broke it down into steps.
First, we set our objectives. We needed to build brand awareness and drive loyalty to set ourselves apart from our global competitors.
To get ready, we set up the right measurement systems to help us understand the impact of our campaigns and get the most out of google ads.
We also looked at search trends to understand where in the world people were Googling us.
Then, we used that data to roll out Google Shopping campaigns in the top five countries – turning those searchers into shoppers.
Finally, Google’s automation took our campaigns global – optimising our ads to show our audience the right message, at the right time.
Now? we get a five-to-one return on Google ads.
And online sales have grown thirty-three percent in the last year alone.
NICOLA: And Google has been our partner every step of the way. They showed us that when disrupting a global beauty industry, anything is possible.