CharmSA

Google Ads

CharmSA stands as a prominent name in the South African jewellery industry, specialising in Sterling Silver charms and bracelets. With a commitment to quality and exclusive designs, they offer a diverse collection to celebrate life’s moments. CharmSA’s nationwide delivery ensures accessibility, making them a go-to for those looking for meaningful charm pieces.

109.57%

Increase in Conversions

119.93%

Rise in Revenue generated

87.50%

Improvement in ROI

CharmSA

Google Ads

CharmSA stands as a prominent name in the South African jewellery industry, specialising in Sterling Silver charms and bracelets. With a commitment to quality and exclusive designs, they offer a diverse collection to celebrate life’s moments. CharmSA’s nationwide delivery ensures accessibility, making them a go-to for those looking for meaningful charm pieces.

109.57%

Increase in Conversions

119.93%

Rise in Revenue generated

87.50%

Improvement in ROI

Brief & Objectives

Long-term partner and client, CharmSA, approached Ruby Digital with the goal to increase the revenue generated from their products from their current PPC account. In October 2023, we updated their strategy after a year of Google Ads monthly management to review current performance and identify and new emerging trends which should be capitalised on to improve their ads performance.

Challenges

During the middle months of 2023, we faced some difficulties after increasing the budget. Despite a cautious, gradual increase to not disrupt the campaigns, our ads experienced a setback, affecting campaign learning and revenue metrics saw a decline despite our best efforts to see improved revenue results with a greater budget.

Our Solution

After 2 months of lower performance due to the increased budget, we swiftly reverted back to our original cost in order to stabilise the account and see our normal revenue metrics again.

We limited changes to the account in order for our campaigns to relearn again and once we saw more stable results we were able to complete monthly optimisation tasks which have seen a steady rise in revenue and return on ad spend results.

With CharmSA’s end of year promotions we had to prepare the ads for their Black Friday specials. We added creative assets and adjusted our ad copy to accommodate the Black Friday sale and made sure that the ads were in a good space. In addition, we also had to increase the budget again, but gradually did so and kept a very close watch on performance to ensure that performance remained stable.

These past few months have seen great results after seeing performance decreases from the initial budget increase. With our latest budget increase we have seen good improvements in revenue generated and noticeable improvements in ROI with a likely option of keeping an increased budget into the new year.