ANNA

ANNA Inspiring Jewelry, a premium jewelry brand, aimed to develop a successful growth strategy on Google and meta platforms. By leveraging a holistic growth approach based on contribution margin KPIs and ensuring a deep understanding of the brand's visual and tonal identity, a comprehensive and profitable SEA strategy was crafted. Key implementations included a thorough overhaul of conversion tracking and keyword analysis, leading to a significant improvement in marketing efficiency and revenue.

Our
Challenge

The primary challenge was to establish an effective SEA strategy that accurately tracked conversions and ensured long-term profitability. This required overcoming difficulties with tracking and developing a unified communication strategy that aligned with the brand’s identity.

Solution

How we achived great results

Campaign Set-up and Optimization

Implemented Ad-Strong for a 25% CPC boost and established proper linkages and redirects. Used a single ad per ad group with approximately 20 best-practice keywords, linking to collection pages that matched the keywords.

PMax and International Campaign Adjustments

Adjusted the PMax campaign by switching focus from Austria (AT) to the DACH region and increasing the budget to match that of Generic Search campaigns. Discontinued the YouTube campaign due to insufficient budget, reallocating the funds to PMax for better coverage and signaling.

Enhanced Tracking and Analysis

Implemented KLAR for precise attributed tracking, enabling better understanding and management of the overall marketing strategy.

Results

By implementing KLAR, a clearer understanding of the overall marketing strategy was achieved, which doubled the Marketing Efficiency Ratio (MER) from 4 to 8. Continuous budget increases not only elevated the marketing spend but also significantly boosted revenue. This holistic and well-tracked approach ensured sustainable growth and improved profitability for ANNA Inspiring Jewelry.