Description
Breaking into the competitive world of online jewelry sales is a challenge that many brands struggle with, and Pori Jewelry was no different. Despite offering elegant and high-quality pieces, the brand was facing difficulties scaling its online sales. That’s where Hire Ads Manager stepped in, determined to take this luxury jewelry brand to the next level with an optimized Google Ads strategy.
The Challenge
When we first examined Pori Jewelry’s Google Ads account, it became clear that the brand’s potential was being hampered by ineffective ad structures and underutilized marketing opportunities. With jewelry being one of the most saturated and competitive niches, we knew a fresh, tailored approach would be needed to stand out.
Some of the key issues we encountered were:
- Underperforming Campaigns: Pori Jewelry’s existing campaigns were not properly segmented, resulting in inefficient spending across a wide range of product categories.
- Lack of Product Feed Optimization: The product feed lacked the detailed product information that’s crucial for jewelry buyers, reducing the chances of matching relevant search queries.
- No Smart Shopping Utilization: The account wasn’t leveraging smart shopping campaigns, missing out on Google’s machine learning capabilities to optimize bids and ad placements.
The Strategy
With these challenges in mind, we restructured Pori Jewelry’s Google Ads approach with a focus on driving profitability and brand visibility.
- Product Feed Enhancement:
We began by completely revamping the product feed in Google Merchant Center. Each product was updated with detailed descriptions, optimized titles, and relevant attributes to improve matching in search queries. This set a strong foundation for the ads. - Smart Shopping Campaigns:
We launched smart shopping campaigns to take advantage of Google’s AI-driven bidding system. By allowing the algorithm to identify high-converting products, we were able to focus on profitability from day one. The system automatically adjusted bids based on users’ likelihood to purchase, helping Pori Jewelry compete more effectively in this tough niche. - Search Campaigns for Branded and Non-Branded Terms:
In addition to shopping campaigns, we set up branded search campaigns to capture demand from users specifically searching for “Pori Jewelry.” We also targeted high-intent non-branded keywords to expand the reach of the brand to customers searching for specific types of jewelry, such as “gold hoop earrings” or “sterling silver necklaces.” - A/B Testing of Ad Creatives:
A/B testing was employed to continually refine the ad copy and creatives. We experimented with different value propositions and messaging that resonated with jewelry shoppers, such as promoting free shipping, exclusive collections, and limited-time offers. - Scaling with Dynamic Remarketing:We implemented dynamic remarketing ads to retarget users who had shown interest but had not yet purchased. These personalized ads displayed products they viewed, giving them an extra nudge to return and complete their purchase.
The Results
With these strategies in place, Pori Jewelry saw impressive growth over a short period. Following are the stats from past 30 Days.:
- Sales Increased to $499,000+
- ROAS Improved to 3.96x
- Smart Shopping Campaign Generated a 40% Increase in Conversion Rate
- Click-Through Rate Improved by 1.22% Due to Product Feed Optimization
Pori Jewelry went from underperforming to consistently driving significant revenue, thanks to a data-driven approach that focused on smart campaign strategies and continuous optimization.
Conclusion
By implementing an optimized Google Ads strategy and refining Pori Jewelry’s online presence, we successfully scaled the brand in a highly competitive market. Our approach not only improved sales but also solidified Pori Jewelry’s place as a key player in the online jewelry industry.
The Results
499000
SALES
3.96x
ROAS
RESULTS
CAMPAIGN DATE
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