Online Jewellers

Our client is an online jewellers (with a bricks and mortar presence) that sell a huge selection of watches, jewellery and accessories, including high-street brands like Qudo, Nomination, Katie Loxton and Joma Jewellery.

The Results

• 35% YoY revenue growth against 104% ROAS increase
• £5 Cost Per Acquisition
• 80% increase in sales amongst top brands

Background

Moving from a high street presence to online, the client entered an extremely competitive online space where the accumulation of 1% gains can often decide the winner. Our client came to Be Found Be Chosen early in 2021, requiring Google Ads management and product feed optimisation that would be continuously improved against ongoing scrutiny.

After the account struggled to remain profitable after a website replatform in December 2020 (which should be one of the store’s most successful months), we had to go back to basics first and then gradually coax the account into healthy profits and beyond.

The Challenge

The Google Ads space for selling jewellery online is extremely competitive. The client stocks many, many sought after brands – but so do many others! It’s often difficult to communicate to potential customers why they should shop with us, versus the hundreds of other options they have. Efficient spending was key.

As well as needing to start over with their Google Ads, the newly replatformed website meant we were working with brand-new product feed. This often means that (as it did in this case…) historical data is lost. This means all that data Google Shopping collected about the ideal customer is lost, and needs re-learning… We had no time to waste in optimising this new feed and analysing new data as it came in to re-establish performance trends.

The Work

Once we configured the new Google Shopping feed, we took the time to have a difficult conversation with the client; “in the short term you can have revenue or ROAS, but you can’t have both (until later)”. Never what a client wants to hear! This was all about re-establishing a profitable foundation in the account for us to build upon. Comparing March and January, we reduced ad spend by 58% but only saw a 36% decrease in revenue; the account was now much closer to the client’s ROAS target and a few optimisations would get us the rest of the way there.

The largest wholesale change we made was the switch from standard shopping campaigns to smart shopping. Previously bids were being managed in a granular way, but with no historical data and less ad spend to work with, it would have taken us too long to gather new insights this way. By rolling products up by brand, category or price point and leaning into Google’s machine learning for bidding, we saw much faster progress than before and kept some standard shopping campaigns in operation for certain areas of focus.

Additional feed optimisation for key brands helped us capture high-intent traffic and understand which keywords should be targeted even within smart shopping where search term data isn’t freely available. This let us increase spend within crucial campaigns to drive further revenue growth and by Q4 we were ready to take bigger strides.

The Results

In Q1 2021, the Google Ads account achieved a ROAS of 2.8 against similar spend to Q4 2020 (when ROAS was 3.9), highlighting the need for a fresh approach. By Q4 2021, revenue reached 89% of the Q4 2020 figure with only 55% of the spend and ROAS climbing from 3.9 to 6.3.

December 2021 was also a new best-ever month in Google Ads for our client, beating the previous figure by just 6.5% but requiring 40% less ad spend to do so. Based on performance in January 2022, we expect even better results this Q4!

The Future

In late 2021, the client shifted its range of brands to move further up-market, further into the luxury sector where our greatest successes are often had. We’re exploring new ways of targeting luxury buyers and dominating search result pages for key terms, and initial results suggest 2022 will be the store’s best year yet