The first step was conducting thorough keyword research to learn which products we should start promoting on Google.
Since we inherited an account with plenty of historical data, we used King Ice’s existing campaigns as a starting point.
Combining historical data with fresh keyword research, we were able to identify several keywords with great potential. It was important not to go too narrow and limit the amount of exposure we’d get.
It was also important not to go too broad, or we’d risk targeting customers looking for a different style of jewelry.