Success Story eCommerce Singularu (2)

We are  taking up again one of those case studies we like so much. In the first installment, we focused on the motivation, the business model and how all of it takes shape in an online store like Singularu (which also exploits retail).

If you still do not know the path and products of this jewelry brand, I recommend that you start by reading the first part, it will give you an interesting context to get the most out of this article. For those who already know the brand… we are ready to move forward.

We are clear that they position themselves as a jewelry brand for young people and millennials, with quality jewelry at a competitive price. We know that they achieve this with products manufactured in Spain and that, moreover, they prefer to give up part of their profit margin to maintain that competitiveness.

But how do they communicate it? How do they sell? What channels do they exploit? And most importantly: what can we take inspiration from to improve our own online business?

Let’s dissect the actions the brand is carrying out online, and thus we will answer all these questions.

The first thing to mention is that it shows that organic positioning is a priority for the brand. We see how, at a technical level, they have been concerned about complying with all the best practices and recommendations (good use of tags, titles aimed at targeting specific search intents, hierarchy of headers, indexing…).

INSIGHT: the key to good SEO positioning lies in complying with Google’s technical standards, and generating authority through quality links. Sure, everything has changed and become more sophisticated, but the basics must always be fulfilled (and Singularu does it).

But, to be more specific, let’s see what Semrush tells us about it. By the way: a highly recommended tool when it comes to researching the competition.

This simple screenshot tells us many interesting things:

With this analysis we have a new trick: a resource that many people do not know exists. Since we want to see the ads that Singularu runs, and it is not very practical to spend hours and hours surfing the web and saving screenshots when they appear, we are going to use the platforms’ repositories.

First of all, we will look for what we have in the Google ads library, which you will find within the advertising transparency center. It is a search engine like any other, just put the name in the box and set the parameters. This is what comes up for Singularu.

Do you see all these ads? Well, if you click on them, in addition to the creativity, you can know since when they are active, the last time they were shown and even the different variants of each one of them, regardless of whether they are search or display ads.

At the time of writing this post (September), you will see that sales and offers have a lot of weight. This is a clue as to how they work, but I prefer that we look at some other less seasonal aspects.

We see that they have ads and groups of various types:

But the world of paid media is more than Google, and yes: Meta also has its own ad repository. It works exactly the same as Google transparency and, likewise, it is free. You will see the promoted creativity, since when, the impressions of the ads and the platforms where it is promoted (Instagram, Facebook, Threads…).

I leave you a screenshot of what comes up when we search for Singularu, and we comment on it.

As we see the most recent, if we focus too much on what is there, we may lose a bit of the strategy’s focus. At this moment, the most recent is focused on promoting a collection inspired by breakfasts (pendants in the shape of coffees, croissants or tea cups).

If we go into the ads and look at the public data, we can find clues about their strategy, beyond verifying that here they run ads of quite aspirational specific products, or directly of the brand with discounts similar to those of Google Ads.