ROCKETROI is top #6 agency in EMEA (2018), leader in PPC optimization and SEM in Southern Europe. Most nominated agency at Google Premier Partner Awards 2018, ROCKETROI consolidates its expertise in retail, lead generation and social ads. Learn how we made it here.

2. 01 about us

3. CASE STUDIES
01 ABOUT US
The digital
partner for
game-changing
Brands.
We empower brands to achieve their growth potential and establish
themselves as market leaders through 360º marketing services.

4. CASE STUDIES
01 ABOUT US
evolve.
Expand.
grow.
2014
2015
2016
2017 2018
2019
The beginnings.
3 friends, one algorithm.
ROCKETROI was born.
Winners of Google Spain
New Business 2015. First
operations in Latin America.
Seal of Excellence by the
European Commission. 3
nominations at the Google
Awards.
Rocketroi as hybrid between
tech and managed services. 3
nominations at the Google
Premier Partner Awards.
Winners of the Mobile Innovation
Award at the Google Premier Partner
Awards. Begins the transformation
into 360 integrated digital agency
with new Analytics department.
Two new departments (SEO,
UX/UI). Italian market launch.
Total rebranding of the company.
A fresh start.
We think big. We move at the speed of progress. We believe
there is always room to evolve, expand and grow beyond
our limits. This is what has driven us until now, and what
keeps fuelling us to move onward and upwards.

5. CASE STUDIES
01 ABOUT US
Rocketroi
In numbers.
100m53%
ROCKET LADIES MANAGED INVESTMENT
Let the numbers speak for us.
+80 28Yrs
ROCKETS AVERAGE AGE

6. CASE STUDIES
01 ABOUT US
We are
rockets,
Driven by
humans.
We are a young and diverse team of overachievers, driven by our
passion for digital marketing and our hunger for growth. We accelerate
our partner’s growth by combining the power of technology, creativity
and data.

7. CASE STUDIES
01 ABOUT US
How
we are.
PASSIONATE
NONCONFORMIST committed
TRANSPARENT
In ROCKETROI we rely on these values to continue growing. We are passionate, we love what
we do. We are transparent, we believe in honesty and communication. We are nonconformist,
we always go one step further. And we are committed, we believe in what we do and always
give it all to make our clients happy.
PASSIONATE
NONCONFORMIST committed
TRANSPARENT

8. CASE STUDIES
01 ABOUT US
spacehub:
an innovative
and versatile
workspace.
A space of innovation, knowledge-sharing and community. Our workspace, but also
our playground. Here we host events, talks, workshops and parties. A space where
we make the impossible possible, everyday.
1.500m2
OFFICES

9. CASE STUDIES
01 ABOUT US
Paid media
Paid Search | Social Ads | Shopping |
Programática & Display | Video | Marketplaces
SEO
Link Building | Local SEO | Youtube SEO |
Content Marketing | SEO audit | WPO
360º services to
power your
growth.
Analytics
Web analytics | CRO | Tag Management |
Dashboards | Conversion attribution
UI/UX
UI/UX Audit | Web design | Graphic design |
Branding | Creativities

10. CASE STUDIES
01 ABOUT US
Our
milestones.
Google Premier Partner Awards 2018 | Mobile Innovation | WINNER
Google Premier Partner Awards 2018 | Display Innovation | Finalist
Google Premier Partner Awards 2018 | Video Innovation | Finalist
Google Premier Partner Awards 2018 | Shopping Innovation | Finalist
Google Premier Partner Awards 2018 | Search Innovation | Finalist
Google Premier Partner Awards 2017 | Mobile Innovation Award | Finalist
Google Premier Partner Awards 2017 | Shopping Innovation Award | Finalist
Google Premier Partner Awards 2017 | Growing Business Online Award | Finalist
Google Premier Partner Awards 2016 | Search Performance Award | Finalist
Google Premier Partner Awards 2016 | Shopping Performance Award | Finalist
Google Premier Partner Awards 2016 | Best Client Performance | Finalist

11. CASE STUDIES
01 ABOUT US

12. 02 background

13. CASE STUDIES
02 BACKGROUND
BLENDING DESIGN AND
COMFORT INTO NEW
AND ORIGINAL
FOOTWEAR.
Founded in Mallorca in 1975 to respond to the demand for a
new and fresh style of footwear.Camper’s inventive retail
stores, collaborations and bold advertisements have
positioned the brand as a global design powerhouse.Every
season Camper strives to reinvent some of their classic
concepts while continuing to challenge the status quo with
new and original designs.

14. CASE STUDIES
02 BACKGROUND
Camper in numbers
A FAMILY BUSINESS
WITH A GLOBAL
VISION.
Countries where Camper is present
Pair of shoes sold annually Generations have led Camper
40
Stores worldwide
400
40M 4

15. CASE STUDIES
02 BACKGROUND
EVERYTHING MANUAL,
PLENTY OF ROOM FOR
IMPROVEMENT.
When they came to ROCKETROI, Camper’s Search Advertising strategy was not set to keep up
with the times. Their main focus were brand campaigns, they were bidding manually and were
not making the best out of audiences and locations to adjust and optimize their bids. In terms
of attribution, they used to rely on the last click attribution model, which didn’t allow them to
track their customer’s journey accurately enough to make use of the data.

16. CASE STUDIES
02 BACKGROUND
AUTOMATION TECHNOLOGY
TO REACH AMBITIOUS
OBJECTIVES.
Camper’s collaboration with ROCKETROI began as they recognized
the need for technology and automation as part of their global
digital marketing strategy. More specifically:
To automate their advertisement processes, connecting the
operations and the marketing department in real time to
respond to communication needs.
To optimize their accounts and campaigns in a way that would
never be possible to achieve manually.
To make improvements in terms of account structure and
campaigns building in real time.
To expand their presence worldwide to all available countries
camper.com (Global Rollout)
1.
2.
3.
4.

17. 03 RESULTS

18. CASE STUDIES
03 RESULTS
MORE QUALIFIED
TRAFFIC,15%
INCREASE IN REVENUE.
+21,3%
Clicks
+15,2%
Transactions
+15,4%
Revenue
+1%
Cost of Sales
+18%
CTR
-13,5%
Users
January - June 2019 YoY
We have been able to, on one hand, to increase qualified traffic by using audiences and
reaching to the long tail both in old and new markets and language campaign structures,
and on the other hand, to increase revenue by 15% while meeting the CoS target.

19. CASE STUDIES
03 RESULTS
Rocking
Seasonality.
1. Seek for sales volume during sales periods as a strategic
decision to drive revenue growth in peak selling
seasons.
2. Meet CoS target on non-sales periods to achieve a
controlled increase in revenue along with a desired CoS
level.
REVENUE COMPARISON
From January to June
2019 2018
March April May JuneFebruaryJanuary
Incrementality
w/ ROCKETROI
HIGH SEASON

20. 04 strategy

21. CASE STUDIES
04 STRATEGY
Five Pillars to
build The best
strategy.
Global rollout:
Cover all available countries at camper.com1.
Automation:
Sync campaigns with Camper’s database.2.
Campaign Structure:
Expand Camper’s universe and explore new possibilities3.
Audiences approach:
Boost quality and identify CPA/ROAS differentials4.
Attribution model:
Empowering assistance.5.

22. CASE STUDIES
04 STRATEGY
GLOBAL ROLLOUT WHILE
MAKING THE MOST OF
LANGUAGE DIVERSITY.
- From being active in 26 countries to all available
countries at camper.com
- From targeting local languages to covering local
languages + English in all countries.
30
50to
from
LOCAL LANGUAGES
GLOBAL ROLLOUT

23. CASE STUDIES
04 STRATEGY
Throughout the use of a powerful automation tech platform
we have been able to synchronize the whole campaign
structure with Camper’s Database. The impact was real:
PRODUCTS FEEDS
+60
PRODUCT FEEDS TO
FUEL AUTOMATION
POWER.
Campaign Structure synchronized with the product stock =
Saving time and money; focus more on strategy and optimization.
Campaign structure is adjusted to the products on a daily basis =
Scalabilty.
Ad copies are synchronized in real time 24/7 with dynamic fields =
Improvement in relevance.
Daily optimization target = Calculation and application of target
ROAS for each product, based on their business objectives and CR.
1.
2.
3.
4.
AUTOMATION

24. CASE STUDIES
04 STRATEGY
When it comes to campaigns and keywords, we currently have around 1500, compared to the
500 keywords from the previous structures, which has earned us an increase in new traffic.
The audience depth has also changed: Camper had 8 audiences per campaign, as opposed to
the more than 30 audiences that we have now. These campaigns are more numerous in terms
of In-Market Audiences as well as Google Analytics audiences.
+300%
CAMPAIGNS
CAMPAIGN STRUCTURE
+375%
MORE CAMPAIGNS,
MORE AUDIENCES,
MORE GROWTH.
AUDIENCES PER CAMPAIGN

25. CASE STUDIES
04 STRATEGY
1. Larger Audience Adoption. First and third party audiences
were applied on the campaigns after carrying out user
studies per market.
2. Ad copy variations were applied per audience clusters.
3. Audience Performance. Budget is allocated to clusters
with higher conversion rate and better CPA/ROAS differential.
STUDY the AUDIENCE.
TAILOR THE MESSAGE.
AIM BETTER.
AUDIENCES APPROACH

26. CASE STUDIES
04 STRATEGY
ATTRIBUTION MODEL
From last click to position based attribution model:
- Empower assistance keywords.
- Balance conversion success.
ENHANCED
CONVERSION
DISTRIBUTION.
NON TRADEMARK KEYWORDS
+66%
Thanks to the new attribution model we were able to
change the share of voice of non trademark keywords
by giving them the fair weight in the conversion
measurement. The result was a more precise
optimization.

27. CASE STUDIES
04 STRATEGY
On the other hand, 13 new markets were opened in the Google Shopping network with a
new approach: Smart Shopping campaigns combined with first and third part
audiences.
After securing Brand-Search and Shopping we got into generic keyword universe or Non
Brand with the fundamental approach of targeting only sets of first and third part
audiences.
ADDING
SMART SHOPPING
CAMPAIGNS TO THE MIX.

28. CASE STUDIES
04 STRATEGY
A COMPLETE STRATEGY WITH
GOOGLE ANALYTICS AND
SEARCH ADS 360.
Making use of Google Analytics and Search Ads 360 contributed to making more efficient
campaigns and increase the ROAS while meeting a target CoS (Cost of Sales) or ERS (Effective
Revenue Share), and thus meeting the financial goals of Camper.
The data that these platforms provide in terms of reporting and optimization is what we currently
use to optimize a granular structure, allowing us to go all the way down to the SKU level.

29. 05 impact

30. CASE STUDIES
05 IMPACT
Camper is not just a shoe, but the result of the Mallorca family dream. Making shoes since
1877, the Mallorca family dream combines the original artisan roots with an industrial
vocation. Not only does this Mediterranean dream stand for a way of doing, living and feeling,
it's a dream that has taken Camper on a walk across the world.
BRINGING
SPANISH CULTURE
WORLDWIDE.

31. CASE STUDIES
05 IMPACT
Camper offers a variety of products as the direct result of a commitment to creativity. The
shoes are comfortable, useful, functional and versatile. Camper makes shoes for walking,
but at the same time, Camper makes shoes for imagining, for innovation and fun, with a
clear Mediterranean flavor, as creative and original as human beings.
INSPIRING
CREATIVITY AND
ORIGINALITY.

32. 06 what’s next

33. CASE STUDIES
06 WHAT’S NEXT
Q1 Q2
4%
10%
3%
18%
Growth Q4ShoppingSearch Brand Search Non Brand
Q3 Q4Q1 Q2
4%
10%
3%
18%
Growth Q4ShoppingSearch Brand Search Non Brand
Q3 Q4
READY TO
TAKE OFF.
After the set up phase is done the international expansion
stage plus additional revenue levers will take off.
Revenue Growth Engines:
- Search Brand: 12%
- Search Non Brand: 9%
- Shopping: 10%
- Black Friday: 2%
- Christmas: 2%

34. CASE STUDIES
06 WHAT’S NEXT
1. Reach mid/upper funnel:
Display to enhance Camper’s visibility and extend their reach strategically: Starting with
those markets with high growth potential and reinforcing presence in the key markets.
2. Cross channel conversions for smarter investment decisions.
Shift from a last click global attribution model on Google Analytics to an attribution model
across all of Camper’s digital channels.
Level up
the journey.

35. GOOGLE PREMIER PARTNERS AWARDS 2019 | SEARCH EXCELLENCE