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In the ever-growing world of e-commerce, Notino brings beauty and health to millions of people across Europe. As the largest European online retailer in the beauty sector, Notino has been a leader in the industry for 20 years. The company began its journey in 2004 in the Czech Republic and has since become one of the strongest players in beauty and health e-commerce.
Notino offers its customers a wide selection of up to 100,000 products from more than 2,700 global and local brands at the best prices. It is not only successful online in 27 countries but also operates 26 brick-and-mortar stores across 7 countries.
Recently, Notino was successfully ranked among the top ten on the prestigious TOP 500 Cross-Border Retail Europe list. The largest European retailer of beauty and health products continues to expand into new European markets and improve its services. This is reflected in its four logistics centers and warehouses located in Romania, the Czech Republic, and more recently in Italy and Poland. This expansion enables Notino to deliver goods faster to customers across Europe and better respond to increasing demand.
With the rise of new automated formats like Performance Max and Shopping, some advertisers have started questioning the value of traditional Search campaigns. Notino wasn’t convinced that these formats alone could deliver the scale and control needed to support long-term business growth.
To find out, they launched a test: a classic mix of Google Ads campaigns (Shopping, Performance Max, and Search with smart bidding) versus more advanced and segmented Search structure powered by Dotidot. The goal was clear: to determine whether Google's campaigns are enough or if tailored Search campaigns still play a critical role in driving scalable performance.
„If Notino has proved one thing, it’s that Search is far from dead.“
Notino’s digital team has built an advanced campaign structure that features brands, product types, collections, and various combinations of these to generate both product and category-level campaigns. Keywords are generated dynamically, ensuring every new product and category is instantly covered. Their ads include dynamic variables and ad customizers for maximum personalization, along with promotional content to support seasonal sales.
This was expected to be a challenging comparison. In Ireland, Shopping ads are fully active and typically perform well across a wide range of search terms, delivering better results over the long run. Combined with standard Search Ads and Dynamic Search Ads (DSA), they form a robust and powerful setup. Did Dotidot stand a chance?
For the top 500 search terms, Dotidot campaigns achieved:
Dotidot campaigns generated more relevant ads with higher visibility in SERPs, leading to the main goal—increasing the number of conversions.
Lithuania does not support Shopping campaigns, so this time Notino tested a combination of Performance Max and the ad system’s Dynamic Search Ads against segmented Dotidot campaigns. Most search terms were covered by Performance Max.
But in the end, with the same budget, Dotidot achieved:
The combination of Performance Max and DSA had greater visibility than standard system campaigns in Ireland, but even there, Dotidot campaigns outperformed across all key metrics.
If Notino has proved one thing, it’s that “Search is far from dead.” With Dotidot, they built a smart, segmented campaign structure based on brands, product types and collections, automatically generating relevant product and category ads. This approach outperformed popular campaign formats like Performance Max and Shopping, proving that a well-structured Search strategy can still lead the way in business growth.
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