STEP INTO THE MAGICAL WORLD OF SWAROVSKI
We helped Swarovski – a brand rooted in Europe and European audiences – expand the reach of their impeccable quality and craftsmanship in Asia’s largest economies – starting with Japan.
STEP INTO THE MAGICAL WORLD OF SWAROVSKI
We helped Swarovski – a brand rooted in Europe and European audiences – expand the reach of their impeccable quality and craftsmanship in Asia’s largest economies – starting with Japan.
Scope
- Google and Yahoo Japan SEM
- Campaign and audience setup
- Sophisticated, tightly themed ad group structure
- Keyword and ad copy development
- Landing page creation
- Google Merchant Centre linking
- Product feed consultation
- Bid and budget management
- Display segmentation setup
- Banner consultation
- Placement exclusions
- Lookalike audience testing
- Analysis and reporting
- Trademark infringement filing
- Optimization of all entities
Scope
- Google and Yahoo Japan SEM
- Campaign and audience setup
- Sophisticated, tightly themed ad group structure
- Keyword and ad copy development
- Landing page creation
- Google Merchant Centre linking
- Product feed consultation
- Bid and budget management
- Display segmentation setup
- Banner consultation
- Placement exclusions
- Lookalike audience testing
- Analysis and reporting
- Trademark infringement filing
- Optimization of all entities
Background
Swarovski delivers a diverse portfolio of unmatched quality, craftsmanship, and creativity. Founded in 1895 in Austria, Swarovski designs, manufactures, and markets high-quality crystals, genuine gemstones and created stones as well as finished products such as jewelry, accessories and lighting.
Challenges + Goals
Swarovski approached us for the following:
- Expand reach while keeping the Search Engine Advertising (SEA) activities at a profitable level (positive ROAS)
- Maximize efficiency and scalability of the campaign implementation, optimization and analysis processes
- Attribute performance online, across channels and devices
Strategy + Execution
Swarovski wanted to expand reach, while maintaining similar amount of ROAS. We suggested an annual strategy, allocating budget based on historical performance. For instance, keeping more budget allowance for November and December for occasions such as Cyber Monday, Black Friday, Christmas and New Years holidays. We also suggested minimizing the spend on slower months. Theoretically if the ad spend goes up, ROAS will go down. But with our intensive keyword research and data analysis, we were able to expand our reach, while improving the performance.
To do so, we:
- Re-organized product feed on Google ads to deliver shopping ads to the most relevant search queries (e.g., some products were placed in the wrong category).
- Analyzed historical data to eliminate hundreds of non-converting keywords to generate high ROAS.
- Initiated keyword implementation on cultural trends (Main character on Crash Landing on You, a Netflix series used Swarovski products. Search demand increased for the [actresses name + earring] on the search engine and we were able to deliver Swarovski products at top position.
- Non-brand expansions were a key focus to capture new users looking for accessories. Our strategy included product keywords such as necklaces and earrings, but also new type of seasonal keywords such as Christmas Gift, Coming of Age Gift, Graduation Gift for Women in 20s.
