Analysis
We conducted a product analysis, identified unique trading offers and key triggers for the target audience.
Audience segmentation was performed by:
- Interests,
- Age,
- Income level,
- Preferences in jewelry.
Comprehensive marketing for a jewelry company in Dubai (UAE)
More than 7200 leads in 6 months for moissanite jewelry in Dubai
About the project
The store's assortment includes engagement and wedding rings, evening earrings and pendants, pendants and necklaces, bracelets in the most relevant designs.
The project is a jewelry company BS Jewelry, specializing in moissanite jewelry. The geography of work includes the UAE market (with a main focus on Dubai) and Moscow, and the target audience is Russian—speaking and English-speaking customers.
The main goals and objectives of the project
- 01
Instagram Facebook, Instagram and Google Ads channels are being expanded to include the application ring.
- 02
Reduction of the average cost per application
- 03
Attracting new customers from target regions, including Russian-speaking and English-speaking ones
- 04
Increasing interest in an alternative to diamonds — mussanite, as a high-quality and more affordable similar stone.
What tools were chosen for the job?
- 01
Targeted Instagram/ Facebook ads
Targeted advertising was configured for the Dubai region in the first place, and other locations in the UAE were also tested
- 02
SMM in 2 regions
The company's accounts were maintained and developed separately in the directions for Dubai and Moscow, the emphasis was placed on the specifics of the demand of each location.
- 03
Google Ads
Contextual advertising was configured by
- 04
Site
Edits and improvements were made to the site, which helped to increase the conversion rate of the site and multiply the number of hits
How did you work with Instagram traffic?
Preparation and testing of creatives
In creative advertising campaigns, we worked with various client products, identified the most popular products, and identified various key messages and triggers. Both static and dynamic creatives were used.
Optimization
Instagram Facebook's constant work with creatives has allowed optimizing the cost of the lead, and by September 2024, the average price per application on Facebook and Instagram has dropped to $2.99. The average volume of applications reached 450 per month.
Audiences
An audience with interests in jewelry
Ring (jewelry), Earrings, Jewelry, Cartier (jewelry), Pandora (jewelry), Swarovski, Tiffany & Co., Jewelry (apparel)
An audience with business interests
Бизнес (business & finance), Предпринимательство (business & finance), Бизнес-планирование, Бизнес-прогресс, Малый бизнес (business & finance), Стратап
An audience with interests in engagement
Jewelry (apparel), Wedding ring, Engagement ring (during engagement), Engagement, Marriage proposal, Ring (decoration), In a relationship
How did you work with traffic in Google?
Previously, the client had already launched ads in Google Ads, on his own and with other contractors, but he was not satisfied with the result: there were only a few online sales per month, and the number of leads through the site was also not satisfactory. Attempts at self-optimization of the advertising cabinet did not lead to success.
Analysis
- An analysis of competitors and the target audience was carried out. As a result, we clearly understood which approaches should bring the best results in Google Adsense.
- We developed a promotion strategy that included optimizing existing and creating a number of new search, display and Performance Max advertising campaigns.
- We collected keywords for search advertising from scratch, made a detailed grouping (more than 100 ad groups), and compiled the most relevant texts and descriptions of ads.
- We set up web analytics to track conversions and understand the overall effectiveness of advertising campaigns, and regularly used Webvisor in our work.
Targeting
We have identified five main targeting options for advertising in Google Ads:
- Keywords corresponding to the hot demand for moissanite jewelry.
- Audience segments collected by interests (both with direct interest and near-thematic).
- Audience segments consisting of users visiting sites similar to those of the main competitors.
- Remarketing – users who have already interacted with the advertisement or visited our client's website.
- Customer lists were targeted at the target audience, using Look–a-Like technology, based on customer contact databases.
Advertising formats
The work used
The 4 main Advertising formats in Google Ads
Advertising on Search
We have launched more than a hundred ad groups with the most targeted, detailed keywords. Unique additions to the advertisements for each campaign have been compiled. The goal is to get as far away from the competition as possible.
Advertising on the Google Contextual Display Network
The second echelon was display advertising in the CMS. We used various targeting methods: from traditional audience segments based on search queries to Customer Match lists of users.
A special "warming up" remarketing campaign was launched for users who visited the site but did not leave the lead. This helped to convert a number of additional users.
Performance Max
Prior to our arrival, campaigns of this type worked best in the client's account. Performance Max is the most automated type of advertising campaigns on Google. Thanks to intelligent bidding, these campaigns optimize efficiency in real time, focusing on the conversion goals you set.
Product ads
We launched product ads for the product feed and activated dynamic remarketing.
Working with the site
The client's website was at a decent level, but it was not perfect, and in the process we regularly worked to improve it, both in terms of usability and marketing.
So, one of the simplest solutions, which multiplied the number of requests, was the addition of a widget with a chat.
Work with the site is carried out on an ongoing basis to this day.
SMM
We maintain 2 company accounts in different regions of Dubai and Moscow
Content adaptation
As part of maintaining accounts on social networks, we made regular publications with content adaptation for each of the cities — Moscow and Dubai.
Content strategy
2 content strategies were developed, each of which solved its specific tasks and was adapted to the audience depending on the geo
Photo/video shooting
Separate shootings were worked out for each account: subject-specific, separately in Moscow and separately in Dubai
Content formats
All content formats were used in the work, from regular posts to coverage rails. All content was also uploaded to several social networks besides Instagram, these are Youtube and Tik Tok
Difficulties and barriers
There are several key points that attract attention:
High competition
The high competition in the UAE market in the jewelry niche required careful study of the USP and detuning from similar offers, which was implemented through creatives and optimization of advertising texts.
Content adaptation
The need to adapt advertising materials and content for different cultural and linguistic groups (English—speaking and Russian-speaking) - a system of dual creatives and targeting was introduced, which reflected the peculiarities of perception for different categories of customers.
Key findings
Facebook and Instagram
The average cost of the application was reduced to $ 2.99 with a volume of 450 applications per month. These indicators provided a stable flow of customers from social networks and reduced dependence on search traffic.
- At the moment, for the entire period of work, we have received 2,245 leads for $ 13.
Google Ads
Over 6 months of work in Google Ads, more than 4,970 conversions were received for $ 5.36. At the same time, most of the sales go through managers. The indicators were achieved through competent segmentation, remarketing and a comprehensive strategy for launching search and display ads. Also an important factor is the constant additional promotion of the site.
SMM
The regular maintenance of company accounts and the adaptation of content have allowed us to build brand awareness in new markets. SMM campaigns for each location will be described in more detail in a separate case. In the account, some of the videos gain 10-60k views.
Total for 6 months
- >7215 leads, pcs.
- Leads
- 9,18 the average cost of a lead, $
- Average lead cost
- >66 233 advertising budget, $
- Advertising budget
Continue with jewelry cases
01Shopify jewelry ecommerceNEBŌ · website and lifecycle system →02Jewelry brand growthSMM, AI content and Meta Ads →Want to discuss marketing for your jewelry brand?
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