Every day, more and more jewelers are shifting their focus from traditional advertising to digital marketing. However, advertising jewelry can be tricky when transferring to a digital realm. Unlike what some beginners to jewelry advertising think, it’s not just enough to run a few ads on Instagram and other social media and call it a day. It takes much more effort to attract foot traffic to your physical jewelry store with digital ads, and even more effort to do the same for your e-commerce jewelry store and properly analyze the results.

In this blog post, we are going to cover ten things to pay attention to when it comes to jewelry marketing. It’s not just a list of basic jewelry advertising ideas, it’s more of a blueprint to 3x your jewelry store sales: from top-level strategy on how to segment your campaigns to more precise tactics that will help your jewelry business succeed digitally. 

Whether you already work with a jewelry marketing agency, plan to do it yourself, or are currently searching for one, you will be able to find some helpful ideas that have been proven to bring more conversions to our clients in the luxury and jewelry industry.

1. Take Into Consideration The Longer Purchase Cycle For Your Jewelry Store

High-priced items, such as jewelry, tend to have a longer purchase decision cycle. For example, over 90 days may pass between a customer discovering your jewelry brand online for the first time while searching for a diamond engagement ring and an actual purchase from your jewelry store, online or in-person.

What it means for you:

It is important to segment your jewelry advertising campaigns into three stages down the purchase decision funnel.

Top-funnel campaigns

• Target broad search terms (for example: “sell jewelry”, “buy jewelry”)
• Target in-market and affinity audiences for display and video (for example, jewelry and watches, fine jewelry, wedding and engagement rings)

At this stage, a prospective customer has a vague idea of what they want to buy, but is often not too sure about a specific product.

It’s better to educate a prospect at this stage rather than sell to them right away. For example, they want to buy an engagement ring, but there are so many options. Do they know the benefits of lab-grown diamonds? Are they sure about the shape of a diamond they want on the ring? Are they aware that you have one of the most competitive prices, along with one of the largest selections of jewelry among your competitors?

Mid-funnel campaigns

At this stage, your prospective customers are much more aware of what exactly they want, so they are looking for more specific terms and browsing more specific pages or websites (for example, more resources and pages about lab-grown diamonds as opposed to earth-mined).

Target more specific search terms, for example,

• Oval diamond 2ct engagement ring
• Lab-grown engagement rings

Since usually, at this stage, your prospects know more about what they want (or even know what they want exactly), they are most likely just looking for the best deal or the best brand to buy from. That’s why it’s important to emphasize your best brand qualities in the ads and landing/product pages at this stage and try to persuade them that your brand/your jewelry store is their best option for this specific jewelry piece they want to purchase.

Bottom-funnel campaigns

Here we go, congrats, you have reached the bottom level where a customer is about to make a purchase, but hold your horses, there is still more work to be done before this prospect becomes your regular customer!

We already discussed the importance of branding at the upper stages of the purchase funnel. At this stage, a prospect is already aware of your brand, but they may also want to explore your competitors for similar products and to see if they are better in some aspects such as customer service or faster delivery/pick-up time, compare pricing and so on.

Examples of bottom-level funnel campaigns may be:

• Branded search campaigns (when someone is searching for your brand, your ad would show up on the top of search results).
• Display and video retargeting campaigns (when somebody visits your website, they are served with a display, video, or text ad).

Track results properly

Be ready to analyze the results of your jewelry marketing campaigns over a longer conversion window.

Since the maximum conversion window for Google Ads and Google Analytics is 90 days, keep in mind that some top-of-the-funnel campaigns may not get the full credit they deserve. However, they are still essential.

Pay attention to attribution modeling to give proper credit to every channel on your customer’s journey. Compare different attribution models in GA4 to data-driven attribution.

If your jewelry marketing agency isn’t conducting essential segmentation of your campaigns and isn’t properly tracking results, perhaps you should consider saying “duck my marketing agency” and come to us.

2. Provide Extra Value

Purchasers of luxury and jewelry items like to get the most value for their buck, just like anyone else. Providing extra value can come in many forms:

• Monetary discounts:

“$150 off your purchase of any jewelry over $1,000”

• Gifts with the purchase:

“Pick any necklace from our “midnight jewelry” collection with any purchase over $100”

• Complimentary service with the purchase:

“Free shipping and handling on any online purchase of our jewelry this week only!”

At Duck Your Agency, when it comes to jewelry marketing, we always see a decent spike in transactions and other conversions when our search and display ads and client websites feature a promo or an extra value message. The uplift in conversions can be as high as 200% compared to the time periods when no such promo or extra value message was in place.

3. Target Your Competition (Especially Bigger Jewelry Brands)

In the picture above, we see Rare Carat targeting James Allen keyword, simultaneously trolling them “James, Why Are Your Diamonds More Expensive Than Ours?” You can do it too!

Big brands spend millions of dollars on jewelry advertising online. Take advantage of the multimillion-dollar budget of your competitors (especially bigger jewelry brands) and advertise to prospects looking for them online!

It’s a great chance to get customers who are lower in the purchase decision funnel for a lower price!

You can also run display and video ads on Google targeting users who recently visited your competitors’ websites or similar sites in the luxury & jewelry industry!

It’s important to remember not to use your competitors’ brand names in your ad copy. This practice is against Google Ads policy and also unethical, as it can confuse potential customers who might mistake your ad for another jewelry store’s website. Instead, emphasize your business/brand name in your ads to avoid any confusion. 

4. Experiment With All Kinds Of Retargeting

Visuals play an important role in jewelry marketing, and the purchase decision cycle is long (as we discussed earlier). Therefore, it’s critically important to expose your potential buyers to all sorts of remarketing ads to keep your business top of mind during the purchase cycle.

There are several types of retargeting ads that you can incorporate into your jewelry digital marketing strategy, such as:

• Static display ads
• Dynamic product display ads
• Responsive Display Ads (Google Display Network)
• Native ads
• Video remarketing ads

It’s important to A/B test visuals and messaging from time to time to see what’s working the best for your store.

Keep in mind that some of the retargeting activities are hard to track, since it involves view-through conversions (when a prospective customer saw your ad, but didn’t click on it), cross-browser and cross-device activity. It also takes some time to see and attribute the results (especially with longer purchase cycles, such as luxury & jewelry items). 

We recommend data-driven attribution in Google Analytics 4 to get a glimpse on your retargeting campaign performance.

For example, we have been running a general branded video retargeting campaign for one of our jewelry store marketing clients to increase brand awareness during and in between purchase cycles.

We didn’t see much traction in the beginning, but then the data-driven attribution started to show that many users were exposed to our video remarketing ad during their decision cycle before converting.

Below is an excerpt from conversion paths of the client. As you can see, a few users were exposed to our video retargeting ad in the middle of their purchase decision cycle before converting. 

5. Focus On Getting Customers To Visit Your Store And Building Strong Client Relationships, Rather Than Solely Emphasizing Quick Online Purchases

Consumers prefer in-person interaction when buying high-ticket items such as expensive jewelry pieces.

Many local customers prefer to make a transaction and have a final glance at a desired item in-person at your jewelry store.

If it’s a national e-commerce customer, a lot of them prefer some kind of human interaction over chat or phone to get their questions, concerns, and special requests answered before giving you their credit card number.

Therefore, to get a full picture, you have to track all the micro-conversions that led to in-store or online purchases. Here are some ideas for jewelry business micro-conversions:

Website conversions for an online jewelry store:

• Call from your website was initiated.
• Online Chat with a rep started.
• Contact us (or any lead form) was submitted.
• Directions page was viewed.

Local actions (Google maps) conversions:

• Requested directions to your store.
• Called from Google maps.
• Other actions (saved to favorites, starred, etc.).
• Visited your website if your jewelry store from Google maps.

6. Attractive Images And Product Descriptions Are Must To Increase Sales

Compelling product descriptions and multiple professional images of your products are a must-have feature of any jewelry e-commerce store. Not only will this differentiate you from your competitors and help customers make purchase decisions, it will also boost your SEO, search ads, and shopping ads. Titles and descriptions impact quality score, and Google pulls keywords directly from titles and descriptions in Google Shopping ads.

It seems like a no-brainer, but if you have hundreds or thousands of SKUs it can be a pretty daunting and time-consuming task to complete. But, trust us, it is well-worth time and effort. We saw a dramatic increase in conversions for our jewelry marketing clients that went from generic descriptions and poor quality product pictures to compelling descriptions and beautiful pictures for each SKU.

Let’s take a look at these two examples of a product description for an engagement ring:

Generic version:

Solitaire Semi-Mount Engagement Ring in 14 Karat White with 0.01Ct, RO Sapphire Ring Size: 6.5 

More compelling and attractive description of the same ring:

Introducing our stunning Solitaire Semi-Mount Engagement Ring, crafted with precision and care from high-quality 14 Karat White Gold. The centerpiece of this gorgeous ring is a sparkling 0.01Ct RO Sapphire, known for its exquisite deep blue hue and superior clarity. The ring is available in a perfect size 6.5, and the semi-mount design allows for easy customization with your preferred diamond or gemstone. From the gleaming white gold band to the vibrant sapphire centerpiece, every detail of this ring exudes luxury and sophistication. Perfect for the love of your life, this Solitaire Semi-Mount Engagement Ring is sure to make a lasting impression and capture her heart forever.

The latter description is not only more attractive and likely to generate more conversions, but it also includes several additional keyword variations that can improve your search engine optimization (SEO) results and enhance your Search and Shopping ads.

7. Set-up Advanced Email Marketing and CRM Integration

Cleverly set-up email marketing can be a great tool to stay top of mind with prospective customers during the long purchase decision cycle. Consider three rules for email marketing and CRM integration: email capturing, segmentation, personalization, and automation.

Capture emails of new visitors right away with cleverly designed pop-up offers. For example, “Submit your email to get 5% off your first jewelry purchase online.”

Segmentation allows you to tailor your messaging to each group, increasing the relevance of your communications and improving engagement rates. In the case of a jewelry website, potential segmentation lists might include:

• Purchase history: Customers who have made multiple purchases vs. those who have only made one
• Product category: Customers who have purchased only engagement rings vs. those who have purchased other types of jewelry
• Price point: Customers who have made high-value purchases vs. those who have made lower-value purchases

8. Add Videos To Product Pages or Key Landing Pages

Consider adding videos to your product pages or key landing pages to boost conversion rates and improve SEO. Search engines like Google view video content as high-quality and engaging, making it an effective tool for attracting more visitors and improving search engine rankings.

Creating a high-quality video for every jewelry piece can be expensive, so instead, you might consider creating a video for each category or a landing page. Doing so can help increase organic search rankings and benefit paid search as well.

In addition, you will also have a lot of video content that you can use for display prospecting and retargeting campaigns, video prospecting and retargeting campaigns, social media campaigns and more! 

9. Enable Local Inventory Ads with Delivery and Pick-Up Times and Pick-Up Today Options

It is important to advertise all available delivery and pick-up options in Google Shopping, especially for local jewelry marketing. Many customers prefer to know that the item they like is available in-store, so even if they do not purchase online, they can visit the store in-person to see the item before buying.

To display delivery and pick-up times, as well as the option to “pick-up today,” you must enable local inventory ads and create a local inventory feed, in addition to the main product shopping feed that you may already have. The local inventory feed includes information about your inventory levels and local availability. You can set up delivery and pick-up options in the “Local Inventory Ads” section of your Google Merchant Center account.

10. Focus On On-Site Conversion Optimization

Just like with any other industry, conversion optimization is an inevitable part of jewelry advertising and marketing. Here are a few techniques to start with to improve your website conversion rate:

• A/B test different messaging, promotions, and delivery methods.

At Duck Your Agency, we were able to increase email sign-ups and online orders by 15-30% by testing different messages, images, and techniques. For example, we experimented with exit-prevention and regular pop-ups, overlays on top or bottom of websites, creating an urgency vs. regular message (such as a time counter letting potential customers know that the deal expires soon vs. a regular non-timed offer), and more.

• Add a web chat and A/B test different prompts to start a conversation.

Experiment with how web chat and different chat prompts affect conversions. A/B test prompt messages.

• Add social proof to landing and product pages.

Adding the ability for customers to review products and businesses can help increase sales. If there are not enough reviews for each SKU, you can add general reviews for the business or product categories. Test the placement of the reviews on product pages and landing pages and see how it affects conversions.

• Optimize the checkout process and steps before a customer makes an appointment.

Minimize the number of steps before a purchase or form submission, A/B test different forms, test multi-step forms, offer help at checkout, or ask if there are any questions via a chat prompt – these are just a few ways to optimize conversions for your jewelry business.

Author: Sergey Izbash 

Ducking Marketing Genius & Founder @Duck Your Agency

P.S. Looking to increase conversions for your business in the luxury & jewelry industry? Maybe it’s time to say “duck my marketing agency” and come to us! Fill out the form below and let’s chat:

In this blog post we will show you how you can instantly increase CTR (click through rate) and Conversion Rate of your Google Ads by implementing these two simple tactics: image extensions and Responsive Search Ads (RSA).

We will cover the relationship between Google Ads Extensions and Ad Rank, we will see what Google has found when advertisers use extensions for text ads. Then, we will review each type of extensions separately and how implementing those extensions has increased CTR and Conversion Rate for our clients.

Let’s start with the fact that multiple studies show that Google search ads with multiple extensions outperformed the ads with only one extension. The advertising strategy of using multiple extensions has many benefits. It can help you reach a wider audience, as well as improve your returns on investment.

Relationship Between Google Ads Extensions and Ad Rank

Google itself states that you can get the same quantity of clicks on your ads for less CPC (Cost per Click) if you use relevant extensions with your search text ads. The reason is that Google Ads Extensions is one of the Ad Rank components. And this component is as important as your keyword bids, relevancy of your ad to a search term, and your landing page experience. 

The more prospects click on your ad – the more relevant Google thinks it is; the same story with your landing page conversions that came from Google Ads. Everyone is happy: advertisers who get a lot of affordable clicks and conversions from Google Ads (and probably will pay much more to Google next) and customers who clicked on the ads and successfully completed a purchase or submitted a lead form. 

It’s quite logical that if your Responsive Search Ad (RSA) appears on the top of search results, is super relevant to a prospect’s search query, and has a beautiful relevant image appearing right next to it that attracts even more attention – without a doubt it will be clicked much more frequently than just a plain text ad with text extensions or no extensions at all. 

Responsive Search Ads Bring Much Higher CTR (Click Through Rate) and Conversion Rate

It’s not a secret that responsive search ads bring much higher CTR, Conversion Rate, and lower CPC and, in general, Google prioritizes this type of ads over expanded search ads (which are going to be discontinued starting June 30th 2022). Still, a lot of advertisers use expanded search ads for one reason or another (mostly because it’s more time-consuming to create a few responsive search ads over another type).

At Duck Your Agency We observe a 1-2% lift in conversion rate with our clients who switched to  responsive search ads from expanded search ads.

So, if you still haven’t switched to responsive ads format (or didn’t switch all the campaigns or ad groups)  – now it’s time. You will see an almost immediate increase in CTR and Conversion Rate.

Expanding Text Ads With Image Extensions

Now, let’s talk more about image extensions. There are two types of Google Ads Image Extensions you can use at the moment: 

Regular Image Extensions

You either upload your own images for each extension on a campaign, ad group, or an account level, or manually pick which image you want Google to use when showing the extension to your prospective customers.

Dynamic Image Extensions (stricter requirements for approval)

Images are pulled automatically from the landing pages you ads are linking to. You have less control in this case over relevancy of the images or its quality, but it’s a faster way to do it, especially if you have a very complex account structure with multiple campaigns and ad groups. 

That being said, the approval process for Dynamic Image Extensions is stricter with Google Ads. 

Image Extensions Can Significantly Boost Your CTR and Conversions 

Google has found that there is a 10-15% CTR uplift when implementing a new ad extension. For image extensions, some advertisers have even more uplift in terms of CTR and conversions, with some reporting as much as a 15% increase in CTR and conversion rate.

At Duck Your Agency, we observe 2-5% increase in CTR and 4-10% increase in Conversion Rate (varies from a client to client) with image extensions compared to other types of extensions (ex: link, callout, or even promo extensions). 

Google keeps improving the image extensions, a few of the very recent updates (December 2021) were that the extensions now will be available to get displayed on desktop devices (it was only on mobile before), are available in any language, and are compatible with a free selection of Google Ads stock images. Pretty impressive, right? 

Author:

Sergey Izbash

Ducking Marketing Genius & Founder @ Duck Your Agency

P.S. Want to see some impressive results for your company as we showed in this blog post? Contact us today and let’s discuss how Duck Your Agency can help your business grow and get more conversions:

If you are a digital marketing manager or a business owner trying to run digital marketing campaigns yourself – you know how frustrating it is sometimes to understand results and see a full picture (as what channels precisely are attributed to a conversion).

If you look at Google Ads or Facebook ads data – sometimes you would see lots of conversions attributed to those campaigns, but often they wouldn’t match with what Google Analytics tells you or even with your own sales CRM.

Most small companies give up on some valuable channels, like Google or Facebook ads when they don’t see significant results after one month – or if they observe significant discrepancies between their Google Analytics and the advertising channels itself.

There are many nuances in the digital marketing analytics world; these nuances are often confusing even to the most experienced digital marketer. In this article, I will show you:

• What information you have to know before starting your campaign or digging deeper into Google Analytics
• Major reasons for discrepancies and how to see a better result picture of your digital marketing campaigns

Marketing Metrics You Should Determine Before Any Major Marketing Campaign Online

• Your Customers/Clients Purchase Decision Cycle

Your customer decision cycle can impact how you see campaign performance and how you run retargeting campaigns online. Is it 2-3 days or 2-3 months? Do your customers make a decision right away, or does it take them a few days/weeks/months researching your competitors and alternative solutions before they decide to go (or not to go) with your product or service?

I’ve seen clients run a few Google and/or Facebook campaigns for two weeks, saw no conversion, and paused it, thinking it wasn’t working for them. The truth is, it takes 2 to 4 weeks for an average customer in their industry to make a purchase decision! So, after pausing the campaigns they would get some conversions/leads a few weeks after – think they magically appeared out of direct traffic or organic search.   Below are a few ways to discover your customers’ purchase decision cycle:

• Google Analytics Time Lag Report

Google time lag report shows how many days passed before a customer’s first visit and their final conversion. You can go as far as 90 days in the past – which should be enough for many B2C and even some B2B business. 

Let’s take a look at the two examples.

Example 1: Over 34% of conversions are coming after 60 days

This is an example of a time lag report from one of our clients. Although 31% of the conversion came within the user’s first visit, over 50% of conversions happened between 12-90 days after the first visit, with 34% of conversions happening after 60 days!

Initially, they thought their Google Ads weren’t working well since they set their  Google Ads conversion window to 30 days. Increasing the conversion window and analyzing results beyond the 30-day window showed us that most of the campaigns brought lots of conversions with a great ROAS (Return On Ads Spend).

Example 2: Most of the conversions are instant

For this client, most of the conversions (83%) happened within prospects’ first visit! It’s great, but they have wasted much money on unnecessary retargeting campaigns (making ads for customers who already visited your site but didn’t convert).

Knowing that over 80% of customers make up their minds after their first visit, we restructured retargeting campaigns, saved the client some advertising budget, and got even more conversions for those 15% of users who needed some more time to decide before the purchase.

• You customers/clients lifetime value (LTV)

Do you have lots of repeat purchases? Do you think your customers may benefit from other complementary products or services in the near future? How long are they staying subscribed for your services, and what’s the chance they will extend their contract for another term (three months, six months, a year)?

Knowing this information can help to determine the right strategy for your digital marketing campaigns. For example, if your customer’s LTV is $3,000 based on an average of 3 purchases within one year, we can technically afford to spend up to $200-$500 on acquiring a new lead (depending on your margins). This will allow us to bid higher on more competitive terms, for example, and we will be able to dominate the top positions in Google Search.

On the other hand, if it’s only one purchase and most of your customers never return, and that one purchase averages in $1,000, then we can afford to spend only, let’s say, $50-$200 on acquiring a new customer. The option here is to either go for less competitive terms, or bid lower, which would reduce our impression share, and therefore less prospective customers who would be interested in our products or services otherwise will see our ads.

• How often do your customers make repeat orders?

Lifetime value can be a tricky thing to estimate correctly, but we can determine how often your customers make repeat orders, helping us understand each customer’s “short-term” value.

If we know how many days your customers make a repeat purchase, it can help us with proper tracking and estimating how much we can spend on acquiring a new lead, but it also will help us increase those repeat purchases through retention remarketing campaigns.

Let’s say you have a regular repeat purchase rate, like a grocery delivery business. You probably know your customers’ repeat rate based on your own CRM, but you also can find this information in Google Analytics (or to confirm if there are any discrepancies) by going to Cohort Analytics and selecting Transactions by Day.

Let’s take a look at a cohort analytics report of one of our customers with a high repeat order rate.

From this report, we can see that most customers make a repeat purchase on day 7 (a week), which makes sense for a grocery delivery business.

Knowing this information can help us with many tasks, like:

•  Expanding a conversion window in Google Ads to 90 days (maximum)
  • Let’s say we spend $60 on acquiring a new customer for non-branded terms (prospecting), and an average order is $80
    • If we leave a default 30-days conversion widow tracking – our ROAS will show as 5.3 ($320 – 4 repeat orders within one month/$60)
    • If we expand our conversion window to 90 days, our ROAS for acquiring a new customer is 16 (!). And it’s only for the first 3-months of repeat orders!
• Properly evaluating reports in Google Ads, Facebook ads, and other channels – knowing which periods to compare.
  • In the case of an average 7-day repeat purchase cycle (as above), if we compare results Months-Over-Month in Google Ads or any other ad network for that matter – we will see a decline (unless your conversion tracking set-up to track only one conversion per user) since our purchase value keeps increasing every week.
  • By setting-up a conversion window as 90 days we can genuinely compare how a campaign performs after those 90 days have passed (although in Google Analytics, we can see real-time results for a quick analysis, especially if you have been running campaigns for a while – the reason is Google Analytics counts conversions when they actually happened on your website, and Google Ads attributes a conversion to a day when your ad was clicked )
• Setting-up remarketing retention and remarketing acquisition campaigns properly
  • Knowing that most of our customers make a repeat order every 7-days, we can set-up a retention remarketing campaign reminding them in between days 5-8 after their order to make a new purchase.
  • Giving a promo to the customers who purchased once but then didn’t refill after 1-3 periods (in our case, it is 7-21 days)
  • Giving some nice discounts or other incentives to customers who never purchased with us after visiting our site. In our case, they probably went to another grocery delivery service, so we shouldn’t remarket right away, but when it’s time for them to refill their groceries again (7-21 days).

The more you understand those three marketing metrics for your business, the more accurate you will track your digital marketing efforts and estimate the actual value and ROAS for each campaign.

Contact us and see how we can increase conversions for your business:

Sergey Izbash (founder of Duck Your Agency)

With over eight years of digital marketing experience, Sergey decided to create Duck Your Agency to bridge the gap between unhappy business owners (decision-makers) and digital marketing talent who wanted more flexibility and freedom to implement their ideas. Duck Your Agency is the first of its kind anti-marketing agency digital marketing agency. Since then, the results have been great – Duck Your Agency clients receive the full agency experience, with even more attention to their accounts, less human errors in their campaigns, at a more affordable price range.

Google Ads is full of unique features and tools that can boost your campaign performance. Some of those features are not well known or highly underused. This post will show you a few underutilized Google Ads features that we frequently see when auditing client accounts. 

Google Ad Customizers

Add customers is a powerful Google Ads feature that allows you to create highly relevant ads. These ads will dynamically adjust based on your customer attributes, such as their device, what they are searching for, day or time, or their location.

There are a few examples of some amazing things that you can accomplish with Google Ad Customizers:

Scenario A:

Let’s say your business:

• Located in NYC and sells 4K TVs
• You provide the next day delivery service anywhere in your city

Let’s say your prospective customer is

• Typing in Google “buy 4K TV”
• They are doing it on Monday

With a location-based ad customizer and scheduling, you can adjust you ad headlines (and the main text) to

• Headline 1: Get Your 4K TV Delivered Tomorrow
• Headline 2: Free Delivery in NYC this Tuesday
• Main text: Big choice of 4K TV at 30% off. Order today and get it delivered on Tuesday, anywhere in NYC!

Now, I don’t know about yourself, but if I were looking to buy a new 4K TV and wanted free and fast delivery, and I would see this ad on a Monday, it would appeal to me 100%, and I would click on it (even if this ad wasn’t on the top of my Google search page).

Scenario B:

Let’s say you

• Are a B2B office cleaning company
• Your Google Ads mobile conversion rate (customers who fill out the form) is very low
• But most of your traffic comes from mobile

Let’s say your prospective client is

• Searching “commercial cleaning services” from their mobile phone

With a device type Google ad customizer targeting mobile users, they can see the following message:

• Headline 1: Affordable Commercial Cleaning Services
• Headline 2: Get 50% Off You Mobile Order Now

Customized to your potential clients’ device text can increase your mobile conversion rate in this case. To go even further, you can dynamically adjust the text on your landing page for customers from mobile using one of the growth hack tools. 

For example, if your prospects come from Google Ads and you see they are browsing your landing page from a mobile phone, you can have a notification bar on your landing page right above your lead generation form, saying something like:

• It takes only 30 seconds to fill out the form from mobile
• Special 50% discount to our Google mobile customers on their first order

There are many other ways to utilize Google Ad Customizers to boost CTR (Clickthrough Rate) and Conversion Rate of your Google ads, so it’s highly recommended to take a look into this feature for your other campaigns.

Google Ads Scripts

Running a Google Ads script seems scary for non-technical people; the good news is that you don’t need any coding experience or technical knowledge to run pre-existing scripts that Google has already provided.

By copying and pasting a script code from Google Ads Script Library and adjusting just a few lines in the script, you can have powerful account management and reporting tools for your account. 

Some of the scripts are useful not just for Google campaigns but for other channels as well, for example:

Mobile Page Speed Analysis Script 

It will allow you to get regular reports to alert you if any of your website pages have become too slow on mobile. Sustaining a good mobile page speed will help you acquire customers through other channels, such as organic, social, and referral traffic sources.

Link Checker Google Ads Script

If there are any errors in your landing page URLs or other related problems where your landing pages are missing (“Page not found”) – this is a great tool to be on top of those issues and see missing pages and broken links as soon as it happens. 

Having enough audiences and audience bid adjustments in Google Search Ads

Many businesses tend to overlook the importance of applying In-Market and Affinity audiences to Google Search ads, analyzing their performance correctly, and adjusting bids based on that performance.

When you target highly competitive search terms, adjusting bids to your best-performing audience can improve your overall campaign performance and get you more conversions at a higher ROAS/lower CPA.

For example, if you are running a promo for some or all of your products/services in November, adding the “Black Friday Shopping” in-market audience for your search campaign (or one of the AdGroups) and increasing bids for those users can improve the performance of that AdGroup. 

Another example is selling cooking supplies, applying the “aspiring chefs” and “cooking enthusiasts,” affinity audiences can be a good choice. We saw an increase in conversions at a lower CPA for those audiences for a client in the food and beverage industry after increasing bid adjustments for those audiences. 

Have you used any or all of the Google Ads features mentioned above? Let us know what you think, and, of course, contact us if you need any help with your digital marketing strategy and management!

Contact us and see how we can increase conversions for your business:

Author:

Sergey Izbash (founder of Duck Your Agency)

With over eight years of digital marketing experience, Sergey decided to create Duck Your Agency to bridge the gap between unhappy business owners (decision-makers) and digital marketing talent who wanted more flexibility and freedom to implement their ideas. Duck Your Agency is the first of its kind anti-marketing agency digital marketing agency. Since then, the results have been great – Duck Your Agency clients receive the full agency experience, with even more attention to their accounts, fewer human errors in their campaigns, at a more affordable price range. 

Hey, my name is Sergey Izbash; I am the founder of Duck Your Agency, and below is not only my personal experience and world-view but also a view of multiple people I spoke with regarding this issue, who worked both for agencies and other brands and were in charge of marketing. Unless you are in the top management or an owner of some upscale and pretentious agency on Madison Avenue, you most likely will agree with some of my points here. 

Traditional digital marketing agencies don’t work anymore. I think we can use the word “traditional” here without quote marks since this industry has been around for more than a decade by now.

I worked for agencies on a full-time and contract basis and for brands as a digital marketing manager and observed clear patterns in relationships between marketing agencies and brands. Below are some of my observations.

Why Traditional Digital Marketing Agencies Absolutely Quacking Suck 

• Focus too much on maximizing their margins while paying little attention to clients’ accounts 

• • Traditional digital marketing agency owners want to maximize their margins, which inevitably reflects on client service.
  • Outsourcing work to less experienced staff/interns/freelancers in other countries is practiced to save money and increase those margins.
  • Even if an experienced digital marketing manager is assigned to your account, they probably juggle multiple clients and projects, so the actual time allocated to your accounts is minimal.

Let me put it this way; I saw one agency charging a client $12,000 a month retainer. Out of those $12,000, only about $2,000 were going to the marketers who worked on the client’s campaigns, and those marketers were on a strict micro-managing schedule, so they were able to spend just about one hour a day or less on the client’s account.

I felt sorry for that client specifically, because, for such an amount of money, they could either hire a very experienced digital marketing strategist (or two) themselves or hire a few professional contractors who would put 10x more hours into their accounts and provide them with much more valuable ideas and much better results.

• Impressing prospective and active clients with shiny offices and other unnecessary expenses – it all adds up to clients’ retainers

Do they really need to pay $20K per month for that fancy office with an amazing view in the prime location in NYC? Why not to have remote marketing teams (at least partially) and save clients a few thousands per month on their retainers?

Do they really need to have a secretary/receptionist who brings coffee to client meetings and spend an extra $60K a year on that?

The list can be continued, but I am sure you got the point.

• Constant micromanaging of marketers, unnecessary office bureaucracy, and team building activities nobody cares about – marketers are not happy = bad performance on clients’ campaigns. 

• • Unfortunately, micromanaging practice is still alive and well at many traditional digital marketing agencies. I witnessed even such a ducked-up form of micromanaging, like forcing all employees to fill out a daily journal when they would have to report EVERY SINGLE MINUTE of their time. I repeat EVERY SINGLE DUCKING MINUTE out of a 9-hour day.

And guess what, if you reported something wrong or not too accurate or like 5 minutes of your day was missing, they would come after you, and you would get in trouble. 

• • Office bureaucracy, like filling out unnecessary paperwork, journals (as mentioned above), and participating in unnecessary meetings that would take only 5 minutes instead of an hour if conducted in an online chat/email.

• • Team-building activities are a nightmare for introverted personality types and take time from a busy schedule.

You see, traditional digital marketing agency owners and managers couldn’t care less about their employees’ personalities, thinking everyone has the same personality type.

As an example, at one agency I witnessed management forcing employees to participate in team-building activities that involve constant interactions with their peers and management team, sometimes for the whole day (8-9 hours) non-stop. It can be a nightmare for some employees, and I doubt even the most extraverted and outgoing employees are willing to sacrifice so much personal time to those activities, unless they want to please their bosses.

All those practices are still well and alive in many traditional agencies, which makes employees extremely unhappy. In combination with a low pay rate and constant stress, marketers working for those traditional digital marketing agencies most likely won’t contribute 100% of their marketing talent to their clients’ accounts. The truth is, they simply don’t have enough time even if they were motivated enough to do so.

So, What’s The Solution?

I built Duck Your Agency to help bridge the gap between unhappy with their marketing results business owners/managers and marketers who had an unfortunate experience working for a traditional digital marketing agency.

With a unique checks and balances system, assigning top-level strategists to manage your account, constant audits of marketers that are not directly involved in your campaigns, we make both brands and marketers much more happy – and therefore provide any client with stellar, more cost-effective results.

Contact us and see how we can increase conversions for your business:

Sergey Izbash (founder of Duck Your Agency)

With over eight years of digital marketing experience, Sergey decided to create Duck Your Agency to bridge the gap between unhappy business owners (decision-makers) and the digital marketing talents who wanted more flexibility and freedom to implement their ideas. Duck Your Agency is the first of its kind anti-marketing agency digital marketing agency. Since then, the results have been fantastic – Duck Your Agency clients receive the full agency experience, with even more attention to their accounts, less human errors in their campaigns, at a more affordable price range.