PPC advertising for Jewelry
eCommerce

The account was set up from scratch: technical briefs were prepared for ad creatives during promotions, holidays, and seasonal sales. The Merchant Center was also optimized.

The core strategy was built around segmenting the product catalog by key categories — primarily wedding bands and engagement rings. Campaigns were launched mainly through Performance Max, both with and without creative assets (similar to Smart Shopping).

Throughout 2024, we actively tested various hypotheses: targeting top-performing U.S. states, segmenting the product feed based on profit margins, and launching audience signals based on specific occasions. For instance, we created dedicated audiences using interests and search queries related to wedding anniversaries, such as “gift for anniversary,” “ring for wife anniversary,” “diamond gift for anniversary,” and others. Similar audience segments were created for seasonal events like New Year, Valentine’s Day, and Mother’s Day, with a focus on purchase intent for jewelry gifts. These signals were regularly refreshed and optimized based on actual conversion data.

During testing, it became clear that geo-unrestricted targeting worked best for this niche. Campaigns were run across the entire United States, while product visibility in the shopping feed was fully covered by a Performance Max campaign without creatives or interest signals. This allowed the algorithm to scale efficiently with increased budgets and automatically find relevant audiences. The best-performing campaigns focused on wedding and engagement rings, using relevant interest signals such as jewelry, wedding bands, bridal fashion, and luxury items. Additionally, we leveraged audience signals based on high-intent search queries pulled from Insights.

By 2025, the top-selling category was clearly identified — diamond wedding rings. This direction was actively supported through retargeting: we created audiences based on users who had visited specific wedding/engagement ring categories on other jewelry websites. Traffic was further warmed up through subscription-based discounts, limited-time promotions, updated homepage banners, and seasonal promos, especially during major holiday periods.

Men’s Rings as a Separate Growth Direction
Men’s rings became a distinct avenue for scaling, with demand steadily increasing in spring and remaining minimal during the winter. Due to the niche’s nature (long decision-making cycle), purchase frequency was inconsistent, but both the average order value and the value of each sale remained high.

UAE Market Test
Advertising campaigns were launched in test mode for the United Arab Emirates market. However, due to high competition in the niche and the need for a significantly larger budget to achieve relevant results, the decision was made to temporarily pause this direction and postpone it for a later stage.

Testing Additional Channels During High-Season Periods
To identify new scaling opportunities during high-demand seasons (Black Friday, New Year holidays, Valentine’s Day), platforms like Bing Ads and TikTok Ads were tested. Campaigns were launched experimentally but ultimately showed lower performance compared to the main traffic sources. As a result, it was decided to discontinue their use.

Bing Ads for the Jewelry eCommerce Store

A separate traffic acquisition strategy was developed for Bing Ads, focusing on the jewelry niche, especially engagement and wedding rings. Ad templates were created with jewelry-specific messaging, and campaigns were set up to mirror Google’s Performance Max approach.

Promotional offers were also tested to enhance appeal. However, even with discounts in place, the Bing audience proved less engaged compared to Google, with lower metrics in both engagement and conversion rates. As a result, Bing Ads was paused due to underperformance.

TikTok Ads for the Jewelry eCommerce Store

A comprehensive setup was completed for TikTok: video ads were produced with integrated product feeds, event tracking was configured from scratch, and new campaigns were launched targeting jewelry-related interests (particularly rings). Audience signals were also built around relevant hashtags.

Despite this, most users dropped off at the product view or add-to-cart stages, rarely completing purchases. The audience turned out to be too broad and not conversion-ready. Due to its low effectiveness, TikTok Ads was also paused, and the budget was reallocated to the primary channel — Google.

Google Ads as the Top-Performing Channel
Among all tested platforms, Google Ads delivered the highest performance across key metrics: targeted traffic, conversions, and ROAS. Thanks to its flexible ad formats, precise targeting, and strong search demand in the jewelry niche, Google became the primary source of high-quality traffic and was selected as the core channel for further scaling.

Project Seasonality & Peak Performance
The project showed clear seasonality, with traffic and purchase activity declining in winter and rising sharply in spring and summer (wedding season).

Despite this pattern, the strongest growth was achieved between March and May 2025, compared to the same period in March–May 2024.