PAID SEARCH (PPC)

The client wanted REBEL to help grow revenue and return on ad spend year on year while maintaining the same spend, to help support their growth plans without increased spend within digital marketing.

About Joma Jewellery 

Joma Jewellery is an online Jewellery brand based in Banbury, offering meaningful and personalised jewellery to capture special memories. 

To celebrate every little moment, the collection of beautiful jewellery has the magical power to hold and represent life’s biggest, happiest, saddest and littlest memories. 

With it’s wide range of core products, as well as a selection of seasonal gifts, Joma Jewellery provides lasting value and trusted quality at an always affordable price. 

The challenge

The challenge for Joma Jewellery was to build on 2022 revenue growth whilst remaining efficient. There was opportunity to grow the paid search account and to drive more revenue year on year, whilst keeping cost per click low. The aim was to drive higher revenue year on year with the same ad spend. 

Our approach

The approach was to focus on a performance max strategy and to minimise generic search activity where cost per click can typically be much higher. 

Whilst performance max campaigns were already in place from August 2022, there was opportunity to build these out further and utilise new features. 

Segmenting campaigns more granularly meant more control over performance, ROAS targets and where spend could be reallocated into higher performing campaigns.  

Adding more assets to each asset group drove stronger ads which could be positioned in a wide range of placements. Utilising the 20 image spaces, linking to the brand YouTube videos and building out an array of ad copy helped to improve the ad strength. 

Using in-market audiences alongside demographics targeting, keywords and CRM audiences meant that audience signals added to help the campaign drive stronger performance and reach relevant audiences was optimal. 

Finally, refining generic search keywords within the account and pausing any low performers reduced wastage and improved account efficiencies, specifically cost per click, conversion rate and return on ad spend.

The results

Comparing H1 2023 with H1 the previous year was the most fair comparison given that Q4 tends to be an anomaly for results with Black Friday and the gifting season inflating revenue and conversion rate. 

Since implementing these changes, Joma Jewellery has seen strong efficiencies within the performance max campaigns and across the account. Year on year revenue has improved drastically with similar spends, due to efficiencies made in cost per click, conversion rate, average order value and therefore return on ad spend. The biggest YoY % uplifts were on revenue followed by customer transactions.