PPC MARKETING: LUXURY JEWELLER
Paid Search for new eCommerce website
July 2020 to present
Online marketing, PPC, Google Shopping, landing page creation, conversion rate optimisation.
An established luxury jeweller in the UK required a PPC campaign with fast turnaround due to the Covid restrictions that had reduced their physical (offline) sales by 70%.
The ambitious project involved creating a new version of their website with full ecommerce facilities and promotion via PPC.
The key project requirements were:
1) Fast set up
2) Consideration of ROI
3) Understanding of limitations imposed of their activities by the brands they carried (trademarks, messaging, pricing guidelines)
Throughout the site development we worked in parallel with the development team to ensure that user journey had been optimised and to create landing pages that were optimised for PPC.
The campaigns for each line for the jewellers were launched weekly in line with client requirements.
Weekly ROI meetings were held to understand the impact of the campaigns as cross channel interactions were complex due to the high price tags causing a longer buying cycle.
Measurement of virtual consultations, online chat and telephone enquiries (as a direct and indirect result of PPC) were taken into consideration, alongside engagement metrics such as dwell time and pages per visit.
The client was satisfied with the overwhelming positive impact of the campaign ROI and has committed to a further 12 months of management as they now believe that even post Covid, this channel will continue to provide a new customer segment that was previously untapped.