Shein is one of the competitors that is successfully targeting ads on Google, with a similar vertical video style that showcases their target demographics. With over 300 ads running on YouTube, Shein seems to be more dedicated to reaching their audience on the platform.

Another major competitor is Forever 21. It is running a mix of non-branded and branded search campaigns. The store has more ads than the other two brands combined, but they're only targeting search ads for now - a different strategy altogether.

Consider the number of keywords the company has lost during this period (pic above). The majority were non-branded, which is likely due to budget constraints in Google search engine marketing. Meanwhile, they have maintained a few branded keywords.

Zara's competitors are aggressively targeting their keywords. There’s significant overlapping for Amazon and followed by Shein, while smaller competitors have some overlap in terms of traffic. Still, Amazon has a larger overall keyword presence.

This analysis (pic above) shows the regular domain for the US site and the Canadian site and where the competitors are directing their traffic. Most of the traffic is going to the homepage, indicating a focus on branded traffic.

I would recommend that Zara create an optimized offer or bundle-type deal where they can send traffic since people would get this organically through SEO. It makes sense to have a crafted offer for paid ad traffic. That would allow them to capitalize on the audience that is already showing intent by clicking on branded traffic. And, it will help them generate more Return on Investment (ROI) from this audience than they would achieve from organic audiences.

Zara is running all-branded ad copy. The retailer’s campaign is focused on promoting its various product lines for men, kids, and other demographics. The copy is transactional and intended to appeal to customers looking for new collections or big sales.

These visuals are fairly generic and don't stand out as particularly brand-forward. One solution would be to use dynamic ads, showcasing more messaging while being more visually striking. Currently, Zara's ads are somewhat politically correct and lacking in originality. Many of them target only one or two keywords related to the brand. By using dynamic ads, Zara could differentiate itself from other brands and create a more memorable and impactful ad campaign.