How to sell jewellery? Advertising high quality jewellery worldwide Online

First stage of the work points

1. Website design and usability analysis
2. Technical analysis of the website and its search engine
3. Analytics of tracking, pixels, events, conversions
4. SEO analysis
5. Competitor analysis and creation of semantic core for advertising and SEO strategy

In the process of analysis we came across the fact that the site had a lot of videos and images, most were not size optimised, we made some changes and described this process in a separate case post describing how to speed up the loading time of your website.

When all the edits were made we started running Google Ads and implement our SEO strategy.



As a rule, if you have an e-commerce project, you start advertising with product feed, launching shopping ad campaigns. However, in our case there are too few items and there are nuances:

1. product names are too generic e.g. diamond ring means more a category rather than product
2. unique names like Opium Ring is too rare to get traffic from its name
So we started with search campaigns for the categories using keywords collected above. We advertised both the category pages and links to specific products as well.

On the one hand the products sold are unique and potentially customers for them could be in any country in the world, but we started advertising in the UK and further expanded to a limited list of countries based on the client’s experience in past sales.

As a result, after several attempts, as always Tier1 English-speaking countries became the main source of traffic and website conversions.


We initially realised that if a product costs 20 thousand dollars, it is very unlikely that a person will make a purchase on the site through online payment. That’s why we initially set up micro-conversions, which helped us to evaluate the quality of traffic of advertising campaigns and optimise the budget. These conversions were:

- Calls
- Out clicks on social links
- Sending requests by Email
- Booking a showroom visit
- Price enquiry
- Online chat with a consultant

The last thing with chat we had to set up. This function was not on the website. We analysed the chat widget offers on the market and chose the elfsight service. It offers the possibility of choosing the messenger through which communication takes place, email notifications, recording chats, setting up auto-answers to basic questions, creating a unique design, using real photos of managers, etc.

Google Ad Campaigns Setup

We categorised the keywords into groups, chose only exact match, wrote unique ads, ad extensions and started the search ad campaigns.


Started analysing Auction Insights and looking at domains we compete with.


We decided also to run ads on some competitors brand keywords and such campaign showed great results as well as search campaigns with generic category keywords.

Next, we decided to work on the product feed and launch media and shopping campaigns.

The client already had a feed for the 1stDibs marketplace, we took it as a data basis, adapted it to the Google Shopping format using formulas, created a new tab in the file and set up automatic updating of the feed for Google from the feed for 1stDibs using formulas.



In the process of adapting the feed, we decided to launch a test of shopping ads in Facebook/Instagram as well. So we made a universal feed for all platforms at once.

We launched shopping ad campaigns with links to the website in Google and Meta Ads, but since the client is from the UK they have Instagram Shopping available and we started creating a shop in IG as well.



Since we set up a lot of micro-conversions and used them as goals for ad campaigns, it was relatively easy to optimise bids and budgets, after a few months the shopping campaigns, especially after switching to Google’s Maximum Performance campaign type began to give the majority of conversions the usual search campaigns were not able to compete with PMax.



Ending up getting the majority of conversions of these types:
- Following social links and messaging there
- Booking an appointment to visit the showroom
- Calls and messages in WhatsApp



On SEO at the same time we achieved these results.

Perfectly build up the external link amount of the project and lay a solid foundation for the further growth.


Ranking and trust from the search engines has grown significantly.


Significant increase in organic search traffic.

Conclusions

1. If you sell goods with a cheque of tens of thousands of dollars, don’t expect sales to skyrocket online, most customers will want to get to know you better and make a transaction in person, especially if it’s jewellery.

2. Online advertising is necessary if you want to enter new regions and expand brand awareness, attract new potential customers.

3. You should not analyse only online sales on website, every customer and business has its own path to purchase, which you need to take into account and try to adjust the tracking of step events on the way to purchase of most customers.