Google Ads for Jewellers: How to Setup Effective Campaigns

Google Ads advertising is one of the most effective ways for jewellers to promote their businesses. It presents you with many tools and features to target people who are looking to purchase jewellery online or in-store.

So, whether it’s wedding engagement rings, necklaces, bracelets, earrings and so on, you can promote these through Google Ads and drive solid traffic that is ready to convert.

I’ve listed here some things to consider as you look to set up a Google Ads campaign for your jewellery business.

 

Campaign objective

Part of setting up a pay per click (PPC) campaign in Google Ads for a jewellery business starts with picking an objective. This is important because it helps to determine the other features and controls that are available to you.

The main Google Ads marketing objective for jewellers is to drive online and in-store sales. And the campaign settings allow you to easily choose the most relevant for your business.

 

Campaign type

So, whether you’re looking for online or in-store sales or both, there are a number of campaign types that are relevant for you.

For online sales, you could create a Search campaign or a Shopping campaign. Or you could create both and run them alongside each other.

The Search campaign type allows you to do keyword research which you can add in your campaign and ad group and bid on searches that are relevant for your jewellery business.

With Shopping, there are no keywords to add, but you will create a product feed that you’ll submit to Google and start running product listing ads. And you can see these listings when you do a search on Google or the Google Shopping tab. They appear as an image, price, title, description and so on.

The benefits of Google Shopping ads for jewellers is that you’re likely to reach people who are ready to purchase, especially if they’ve seen a product on Google and clicked through to your website.

 

Budget

 

One of the benefits of advertising through Google Ads for jewellers is that you can start with a small budget and increase it as performance improves. That can be as little or as much as you like, and many advertisers start with budgets as low as £500 per month and then increase as performance improves.

In fact, many advertisers start with small budgets in their campaigns and then increase as performance gets better.

 

Bidding

When you choose your bidding strategy, you need to think about your goals and what you’re planning to achieve.

In Google Ads, automated and manual bidding are the two bidding strategies. With automated, your bids are set at auction time based on your goals and the context, like the searches used, devices accessed from and so on. And with manual bidding, you set your maximum bids manually and your actual cost per click (CPC) depends on competition and the maximum bid amount you set.

For a new Google Ads campaign for jewellers, I recommend an automated bid strategy like Maximise Clicks. This will bid to get you as many clicks as possible for your budget. And later you can run an experiment to test another bid strategy like Maximise Conversions with Target cost per action (CPA) bidding.

 

Keywords

If you go down the route of creating a Search campaign for your Jewellery business, you’ll need to find keywords. So, you’ll need to carry out some research with a tool like the Keyword Planner tool.

These keywords you’ll add to your campaign and ad groups and bid on them to drive relevant search queries.

If instead you set up a Shopping campaign, you’ll not add keywords but will create a product feed to upload to your Google Merchant Centre account.

 

Text ads

If you decide to set up a Search campaign, you’ll need to create some responsive search ads for your ad groups and keywords.

And you’ll write specific headlines and descriptions for each of the products or categories that you want to promote. Each headline has a 30 character limit and for descriptions you have a 90 character limit.

It’s important that you send visitors to the correct landing pages and not generic pages. And ensure that you highlight key benefits of your products to get people to buy.

 

Ad schedule

One of the last features you have to set is the Ad schedule feature which helps you determine when you want your ads to run.

Ideally, you want your ads to run when people are more likely to purchase. However, it’s best to start by running your ads on all days and hours and then later adjust it to the best performing times.

 

Get in Touch

Looking for help to set up a Google Ads campaign that’s tailored to jewellers? Then get in touch. I’m a certified Google Ads specialist with over 15 years experience in the industry.