Jewelry E-commerce
Targeting High-Intent Keywords to Triple Sales for a Jewelry E-commerce Store
A precision-focused Google Ads strategy targeting high-intent, long-tail keywords helped Aura Jewels triple their online sales in 6 months.
3x
Online Sales Growth
10x
Return on Ad Spend
10%+
Ad Conversion Rate
Client Overview
Aura Jewels is an online retailer of fine jewelry. They were in a highly competitive market and needed to find a profitable niche to grow.
The Problem
They were wasting their ad budget on broad, competitive keywords like "gold necklace," which had high costs and low conversion rates. They were not reaching users who were ready to make a purchase.
Our Strategy
Our strategy was to ignore the broad keywords and focus exclusively on long-tail, high-intent keywords that signaled a user was ready to buy. Examples include "14k gold initial necklace for wife" or "art deco style engagement rings." This approach allowed us to target motivated buyers with highly specific ads.
Execution
We built out a campaign with thousands of long-tail keywords, each with its own ad group and highly relevant ad copy. We used Dynamic Keyword Insertion (DKI) to make the ads even more personalized. We also ran Google Shopping ads with optimized product titles that included these long-tail phrases.
The Results
The high-intent strategy was a massive success. While traffic volume was lower than with broad keywords, the quality was exponentially higher. The campaign achieved a 10x ROAS, and overall online sales tripled within six months. The conversion rate from ad clicks was over 10%.
Aura Jewels, an online jewelry retailer, tripled online sales and achieved a 10x ROAS within six months by focusing exclusively on long-tail, high-intent keywords. This strategy allowed them to target motivated buyers with highly specific ads, resulting in conversion rates exceeding 10%.