Project Overview:

The jewelry eCommerce project sells jewels worldwide. Many advertising campaigns were active already, but their performance was poor. The client requested that we enhance sales and ROAS. We were interested in the project due to its worldwide nature, which required us to discover the appropriate audiences throughout the globe.

Project Challenges:

High competition level; Long decision process by the buyer; Promoting on many languages (English, French, German, Arabic, Chinese);

Technical Solution:

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. We also diversified our approach by using: Branded advertising campaign;Google Smart Shopping;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. 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.