Research shows that around 84% of brands see good results from PPC (pay-per-click) campaigns, with an average of 200% ROI (return on investment). Helping you stand out from your competition, get quick results, and maximise engagement, PPC ads for jewellery can help you appeal to more people and increase profitability.
In this guide, we’ll tell you all you need to know about getting started with PPC. From setting up campaigns to running jewellery ads on different platforms, we’ll help you engage more customers with well-executed PPC campaigns.
Skip to:
- The basics of PPC for jewellery businesses
- Benefits of jewellery ads
- Top tips for setting up jewellery ads
- Examples of jewellery ads on different platforms
- How a PPC expert can help
- Final thoughts
The basics of PPC for jewellery businesses
PPC is a form of digital marketing where companies pay a set amount every time their advertisement is clicked. It’s a fantastic way to advertise your business locally and can lead to more national sales and exposure.
PPC is highly targeted because ads can be tailored to customers’ search preferences. It’s also cost-effective because clicks are usually worth more than the amount you pay for them.
Benefits of jewellery ads
PPC ads for jewellery are a great way to boost traffic to your website and your physical store. This is ideal for smaller businesses that don’t have the marketing budget to compete with national or international brands.
Here are five benefits of using PPC jewellery ads for your brand:
1. More control
PPC ads for jewellery give you control over your budget because you only pay for the clicks you receive. They can also help you direct customers to key landing pages on your website which is perfect for promoting specific pieces in your collection.
2. Generate qualified leads
Certain phrases and terms attract the attention of a captive audience and make them ‘beeline’ to your website. However, you’ll need to carry out keyword research to get the best results and choose your keywords and phrases carefully to appeal to the right demographics.
3. Fast results
Unlike organic SEO, a long-term digital strategy, PPC ads are eligible to appear immediately. If you don’t see any strong outcomes quickly, you can adjust your campaign until you do, which is great for businesses in the jewellery industry.
A PPC campaign can also run alongside your SEO efforts to improve engagement, clicks, and conversions.
4. Easy data tracking
Tracking is a key aspect of any marketing campaign and Google Ads and Google Analytics enable you to view your customers’ journey from start to finish. You’ll struggle to get this kind of data from non-digital techniques like magazine ads and billboards, and you can customise your PPC ads to increase engagement.
5. Quick to set up
Compared to traditional SEO which can take a long time to get right, PPC campaigns are quick and simple to set up. In fact, you can get started straight after you’ve carried out some research and written some ads.
However, while it isn’t time-consuming to create a basic PPC ad, we recommend that you seek advice from a PPC expert who’s experienced in delivering a return on ad spend.
Top tips for setting up jewellery ads
Setting up PPC ads for jewellery doesn’t have to be complicated. Check out our top tips for getting started with yours.
Define your goals
PPC jewellery ads run for different reasons and choosing your objective is the first port of call when creating your campaign. Whether you want to sell more of a certain product, drive local traffic to a physical shop, or increase brand awareness, identifying your goals will guide your strategy.
Identify the campaign type
There are several campaign types available depending on the PPC platform you choose. Shopping campaigns are popular with jewellery businesses and search network campaigns help you target specific keywords and are recommended as a starting point.
Set your budget
Your PPC budget is a crucial aspect of your campaign, and you need to be realistic about what you can afford to spend. We suggest you start with smaller amounts and increase your budget as you refine your approach.
Consider your bidding strategy
Your bidding strategy will require some research and optimisation as you go. You can choose between automated and smart bidding if you run PPC campaigns with Google, and you can opt for strategies that prioritise conversions, the amount you want to pay for a conversion or action, and more.
PPC bidding can get complicated so it’s best to speak to an expert about this aspect of your campaign.
Carry out keyword research
You don’t have to be an expert to conduct keyword research for your business. While a professional opinion is definitely advised, Google Keyword Planner can help businesses with smaller budgets understand ranking terms and identify relevant keywords.
Write your ads
Written jewellery ads need to be compelling to convert customers. Headlines should pique people’s interest, descriptions should highlight your USPs, and a clear call to action is crucial to convert interest into clicks.
While this might sound achievable, all of it needs to be done in a very small amount of text, which is why PPC copywriting is an art of its own.
Examples of jewellery ads on different platforms
Jewellery is versatile and has lots of potential with PPC campaigns. Because products are so visual, you can create video and image-based ads for different platforms. In addition, because necklaces, rings, and other jewellery are so popular, you can target customers on traditional search engines, too.
Let’s explore the most popular PPC platforms and examples of ads for jewellery used to great effect.
Jewellery ads and Google
Google is the largest search engine in the world and Google Ads is the most comprehensive PPC platform with a 28% market share. Google’s ads appear at the top of search results above organic results and if you get your SEO practices right, you can appear multiple times for certain searches.
When running PPC ads for jewellery, you can target a captive audience looking to buy products like yours online. This means leads are of higher quality and are more likely to result in enquiries and sales for your business. It also means you can increase your return on investment.
With Google Ads, there are lots of text-based PPC opportunities available and they also specialise in images, videos, app install ads, and more. You can run mobile-specific PPC campaigns to target users on smartphones and tablets, too.
You can expect to pay between 8 pence and 30 pence per click and 40 pence to 79 pence per 1,000 impressions. This will vary depending on various factors such as your bid, ad quality score, auction competitiveness for the keyword, search context, and more.
While it is the largest, Google isn’t the only PPC option, and many platforms may be better suited to your jewellery business.
Running PPC jewellery ads on Facebook
One of the best advertising platforms for PPC is Facebook thanks to over 3 billion active monthly users.
Jewellery companies should consider Facebook as a viable digital marketing platform, especially when it comes to PPC. This is particularly the case for UK brands because almost 54% of Facebook users in the UK are women, making it the perfect place to advertise women’s jewellery such as engagement rings.
Facebook allows PPC video ads and Kay Jewelers told a heartwarming story with a Facebook video ad campaign and captured the hearts of thousands. You can also choose carousel ads, image ads, instant experience ads, and more for your jewellery business.
Facebook costs vary considerably and you can expect to pay between 26 cents and 97 cents per click, with the average falling at 40 cents as of March 2023 across all industries.
Instagram Jewellery ads
Instagram is a highly visual social media platform and their PPC offerings are ideal for jewellery specialists.
Jewellery ads you create on Instagram appear on people’s news feeds as sponsored posts, and you can also create ads to appear in stories and IGTV, with image, video, and carousel ad options available. These are all great for jewellers because they have visual products to sell.
Oura Ring, for example, ran a series of Google, Facebook, and Instagram PPC ads and achieved a return on advertising spend (ROAS) of 275%. They used exciting copy and engaging imagery to appeal to a wider audience and the results speak for themselves.
Instagram costs per click are typically in the region of 40 cents to 70 cents per click, although this can vary.
YouTube PPC ads for Jewellery businesses
YouTube is a popular video-based social media platform, and with various ad formats, you can appeal to an enormous audience. YouTube PPC ads are highly effective with the 16-44 age group which is 68% of all users in the UK. They’re also mobile-friendly, which again appeals to this demographic.
Blue Nile, a jewellery store in the US, released a YouTube series of 15-second videos featuring real-life couples who participated in their campaign. This helped boost the sales of their engagement rings and provided a great example of YouTube PPC ads for jewellery that you can emulate.
There’s no set rule for YouTube’s cost per click, but the average is around 10 and 30 cents per view or click.
Pinterest PPC ads for jewellery businesses
Pinterest isn’t as popular as the likes of Google, YouTube, Facebook, and Instagram, but PPC ads on the platform can work well for jewellery companies. With over 400 million active users, most of which are women, jewellery brands could find great success with the right ad placement.
Speaking of placements, you can place your ads in organic search results or as related “pins”, and you can target users on smartphones and tablets because of Pinterest’s mobile-friendly app. You can choose between standard, carousel, video, shopping, and app install ads.
On average, people pay between 7 pence and £1.18 per click with Pinterest’s auction-style PPC.
TikTok PPC ads for jewellery brands
TikTok is the fastest-growing social media platform and is incredibly popular with younger demographics. Jewellery is well-suited to advertising on TikTok given the visual nature of the products and platform.
By creating memorable videos and targeting the right audience, you can appeal to users on their “For you” page or your brand’s profile. You can also choose between in-feed video ads, branded lenses, filters, and hashtag challenges, to name a few, and the average cost per click is between 15 pence and 78 pence per click.
Smyth Jewelers is a 100-year-old American-based jewellery store that targeted younger audiences with TikTok ads. They mastered the art of PPC jewellery ads and generated 779,000 views with a £31 pound-a-day spend for their engagement rings.
They used geo-targeting ad options to hit their target demographic and personalised their videos to encourage participation. The result was a spend of just over a penny per like and 27 pence per CPM. This is below the average for TikTok (39 pence to 78 pence) and shows how much costs per click can vary from industry to industry.
Snapchat PPC jewellery ad options
Snapchat isn’t as popular as it once was, but it’s still a great way to reach younger demographics who regularly use the platform. You can create videos for the “Discover” section of the Snapchat app and advertise them in people’s stories and snaps.
Video ads are the most popular option for PPC ads on Snapchat, but brands also utilise filters, lenses, and branded geo-filters to attract their demographics. Pricing depends on the content, but you can expect to pay around £2.31 per thousand impressions, on average.
How a PPC expert can help
While PPC has low barriers to entry and can give brands fantastic results, it pays to use the help of an expert. Not only will the right specialist have years of experience running PPC campaigns for clients, but they’ll also advise on the more complicated aspects of PPC such as bidding strategies and campaigns
In addition, they’ll also have expert PPC copywriters who can craft copy for your requirements, graphic designers to design the perfect imagery, and video content creators to help you stand out on multiple platforms.
As well as designing and implementing your PPC campaigns, the right digital marketing agency will also conduct a detailed ad performance analysis. This will help you understand what’s performing well and what isn’t, and tweaks can be made to maximise exposure.
All of this combined results in more targeted PPC campaigns that are built for your target audience.
Get started with jewellery ads
PPC is one of the most reliable and effective digital marketing techniques, especially for B2C (business-to-consumer) businesses like jewellery shops.
To learn more from the PPC experts at WebHummel, give us a ‘buzz’ on 01904 373 069 or email beefoundonline@webhummel.co.uk.
