Growth Through Google Ads Case Study

Platform

Google Ads

Industry

Jewelry

Use case

Performance Max, Segmentation

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Founded by an Australian entrepreneur and filmmaker, the client specializes in crafting men's rings from 100% certified recycled silver. The designs draw inspiration from the cultures of the Pacific and a deep appreciation for nature.

Opting to entrust the management of their Google Ads to experienced professionals, the owner sought the services of KeyCommerce to enhance the visibility and sales of the client's products.

The results have been:

The challenges

Due to the compelling storytelling nature of the ring descriptions, an immediate challenge was Google’s inability to match relevant traffic to the campaigns. A flood of unqualified clicks ate the budgets with very few purchases.

Compounding the issue was an already saturated marketplace of men’s rings in an enormous assortment of styles, designs, and materials that weren’t what our client was selling.

Finally, the owner felt that shoppers outside of Australia should also have the chance to see the rings.

The brand wanted to expand it's horizons to beyond Australia.

The solutions

The team at KeyCommerce quickly determined where the challenges were and got to work addressing them.

The unqualified traffic needed immediate attention, so they manually reviewed over 16,000 individual search terms that were triggering the ads. They then put together both proactive and reactive negative lists to filter out all but the most qualified search terms. This is a work-intensive process developed by KeyCommerce, rather unique in its method and management.

Once confidence in the quality of impression had been achieved and sales began to grow, the team then worked to effectively advertise in new countries, starting with the USA. They fed the campaigns their winning audience signals and assets, and began the incremental market exposure to quickly build a customer base.

Monthly revenue multiplied 60 times over from May to December.

The outcome

The client has continued to grow toward its potential as a down-to-earth, authentic brand of quality men’s jewelry.

The monthly revenue through its Google Ads alone multiplied 60 times over from May to December of 2022, providing increasing returns on ad spend by +597%.

The brand now features prominently in ads around the USA, Canada, and the United Kingdom, with many new customers coming in every day.

A +597% increased return on ad spend

The account manager

While she’ll be the first to tell you there’s a full team supporting her work, Ruyi Zhang is the one leading the growth strategy for this Google Ads account.

Ruyi has a penchant for understanding what a brand stands for, and what its product’s unique selling propositions are. This, and her tireless attention to detail, made her a perfect match for steering the client through its challenges toward its ongoing success.

You can read her insightful articles on strategy and tactics here.

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