BACKGROUND
This case study focuses on a successful e-commerce business specialising in bespoke handmade jewellery. Through targeted advertising campaigns, the client sought to increase their reach and visibility in order to boost their sales figures. With this in mind, I was consulted to improve the online presence of the business and to develop strategies to better position the jewellery brand.
OBJECTIVE
My primary objective was to leverage Google Ads to drive qualified traffic to the client’s website, increase conversions, and ultimately generate revenue growth. The client aimed to achieve a 30% increase in website traffic and a 20% increase in online sales within a six-month period.
STRATEGY
To accomplish the client’s goals, I crafted a comprehensive strategy that encompassed various components and targeted specific audience segments. The following strategies were employed:
1. Keyword Research and Optimisation:
I conducted thorough research to identify relevant keywords related to the handmade jewellery industry, including specific product types and popular search queries. I developed a comprehensive list of target keywords, ensuring a strong alignment with the client’s offerings. I optimised the client’s website content and ad copy to strategically include these keywords, improving ad relevance and quality scores.
2. Ad Campaign Structuring:
I designed a well-organised campaign structure to ensure efficient management and granular control over advertising activities. I created multiple campaigns, each focusing on different product categories and target audience segments. This approach allowed for tailored messaging, precise budget allocation, and improved campaign performance tracking.
3. Ad Extensions:
To maximise the visibility and engagement of the client’s ads, I implemented various ad extensions, such as sitelink extensions, call extensions, and structured snippets. These extensions provided additional information, compelling calls-to-action, and direct access to specific pages on the client’s website, enhancing user experience and generating higher click-through rates.
4. Remarketing Campaigns:
Recognising the potential to re-engage interested users, I implemented remarketing campaigns. I created custom audiences based on users who had previously visited the client’s website or engaged with their ads. I displayed tailored ads to these audiences across the Google Display Network, encouraging them to revisit the site and complete their purchase.
RESULTS
The implemented strategies yielded remarkable outcomes for the client’s business. Here are the key results achieved within the six-month period:
1. Website Traffic:
Through the effective utilisation of Google Ads, the client witnessed a significant surge in website traffic. The targeted campaigns attracted a 40% increase in overall website visitors, surpassing the initial goal of 30% growth.
2. Conversions:
My meticulous optimisation efforts led to a substantial boost in conversions. By aligning ad messaging, landing page experiences, and user intent, the client achieved a remarkable 25% increase in online sales, surpassing the initial goal of 20% growth.
3. Return on Ad Spend (ROAS):
The client experienced a notable improvement in their return on ad spend. Through continuous monitoring and fine-tuning of campaigns, I achieved a ROAS of 5.2, representing a 30% increase compared to the previous period.
