Online marketing for Jewelry store

PPC advertising and analytics setup

Our team got to work right away, setting up e-commerce tracking in Google Analytics and Facebook Pixel for both UniversalAnalytics and GA4. We also implemented dynamic remarketing codes and generated product feeds – all with the intention of increasing conversion rates while ensuring accurate bug-free tracking.
For stage two, we carefully selected keywords including negative ones that could power our search campaigns revolving around jewelry categories. Unfortunately, this first attempt didn’t yield promising results as expected initially:

To increase our presence in digital marketing, we launched Performance Max campaigns for more effective results.

We also diversified our approach by using:

1. Branded advertising campaign;
2. Google Smart Shopping;
3. DSA (Dynamic Search Ads) and Display Ads to prospective buyers who signed up with the newsletter.

As part of our campaign expansion, we used sophisticated geotargeting and language targeting strategies to increase performance effectiveness.

We implemented a content plan for promotions tailored to each country’s holidays with separate ads, extensions, banners, and Performance Max campaigns. Additionally, we further optimized audience data by integrating Klaviyo’s email marketing service with Google Ads – which ultimately produced positive results.

Facebook ads for a jewelry store launch

Following a year of downtime, our team launched Facebook Ads with multiple components to ensure success.

We included standard campaigns and banners for website conversion, catalog product sales ads, and Advantage+ campaigns along with dynamic remarketing. Additionally, all the campaign efforts were segmented according to the countries while multilingual versions of texts further enabled us to target audiences based on our analysis from existing data in accounts as well as experience working on similar projects in the past.

Through careful analysis and optimization of our standard catalog sales campaigns, we managed to vastly improve efficiency – increasing Return on Ad Spend (ROAS) by 41% in the third quarter. This success helped us build a strong foundation for continued growth!

Conclusion

Jewelry has undeniably proved to be a tricky subject in terms of promotion and advertising, with users requiring time and multiple brand interactions before committing to purchase. User behaviors across countries vary significantly and this is reflected in the stark differences found in contextual advertisement statistics between neighboring locales. To effectively prepare Google Ads campaigns, regional insights should first be considered as part of an audience behavior analysis for any given country or region.