King Ice is a popular jewelry brand that sells quality products for a great price. They’ve worked with hip hop and rap royalty like Wu-Tang Clan, Odd Future, Snoop Dogg, and Chief Keef. King Ice remains the largest and most influential hip-hop jewelry maker on the Web.
Despite having strong branding and reach, they struggled to acquire customers on Google Search, Shopping, Display, and Youtube profitably. King Ice hired The Snow Agency to step in and demonstrate that Google ads can be a profitable traffic source for their brand.
Since people are actively looking for this style of Jewelry, Google Ads reach customers right when they’re ready to buy.
After consultation with King Ice and an audit of their Google Ads account, we learned quickly that the account needed to move in a different direction.
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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.
Once we identified the right keywords to start bidding on, the next step was to structure them in a way that would give us the best results.
Instead of having dozens of keywords in each ad group, we focused on building much smaller ad groups, with ads that were more relevant to the keywords.
This change increased our click-through rates, lowered our cost-per-click, and brought in sales at a much lower cost.
After setting up ads on the Google Search Network, our next step was Google Shopping. The Shopping network is a great source of traffic because searchers can see a picture of the item on Google before they visit your website.
By having pictures of Grillz and other unique items on Google Search, we were able to acquire high-quality traffic for a very low cost per click.
It’s common for visitors to click on ads, visit your website and never finish their checkout. They are still quality prospects, and it’s essential to retarget them to make sales.
We grouped these customers into two “buckets”:
- Those who started their order and never finished.
- Those who browsed products but never started their order.
By serving meaningful content at the right time to both “buckets,” we were able to leverage remarketing to increase sales.
When an ad didn’t deliver results as expected, we would look at several factors to determine why it wasn’t working. After identifying the problem, we would test multiple ads and develop a winning solution.
As our ads ran, we made sure to closely monitor:
- The keywords we were bidding on to ensure their performance was up to par.
- The actual “search queries” people were typing in Google.
As keywords delivered poor performance, we segmented them from their original campaigns and adjusted the ad copy to improve relevance, or “Quality Score.”
When search queries came back unrelated to King Ice’s products, we added them to negative keyword lists. This method ensured our ads stayed focused and only targeted people who would become our customers.
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