This internationally renowned jewelry retailer is an online merchant that specializes in fine jewelry, certified diamonds, and engagement rings.
As a player in a highly competitive industry, our client faced the challenge of high costs in Google AdWords – especially in Google Shopping.
They had set up a general Product Listing Ads (PLA) campaign that covered broad subsets of inventory. This basic campaign setup was restricting their bidding strategies and leaving little room for growth.
Our team created a test Google Shopping strategy by:
- Creating a unique set of PLA ad groups that would increase bid control.
- Proactively managing its budget.
- Boosting product visibility through bidding and optimization.
Our test campaign earned impressive results.
Across its product categories, average Cost-per-Click (CPC) decreased anywhere from 9.06% to 27.8%. With lower CPC rates, budgets opened up and impressions began to experience a steady increase.
Most importantly, the test campaign set the stage for future PLA campaigns.
With this new structure, Blue Nile would be able to use targets to determine product performance. They would also gain the ability to assess product performance at a more granular level, assign bids accordingly, and better react to the ebb and flow of its online sales cycle.