FULL FUNNEL MARKETING - MAARZ PEARLS E-COMMERCE
Maarz pearls is a Singapore based e-commerce pearl jewelry website. I was lucky to have known Maarz Pearls from my own experience of purchasing a beautiful pearl necklace. It was a very useful experience for me to go through my own customer journey. Also, I wanted to get the perspective from the owner, on what she thinks about her customer’s journey in making a pearl jewelry purchase from her e-commerce store.
Many people assume pearl jewelry is very expensive and worn by rich class women. Turns out that this isn’t quite true. From Google Trends and Facebook Audience Insights, I could see the trend of young adults searching for pearl jewelry and have high intent to buy pearl jewelry or similar jewelry items.
Keyword Research:
With my detailed customer research. Also, I did research about the competitors for Maarz Pearls. I was able to do keyword research with Google Keyword Planner to find out the search volume for different categories and create campaigns based on the products Maarz Pearls were selling.
Paid Search:
After my customer insights and Keyword planning, I developed a paid search account structure that mirrored the user journey. I had a clear idea of the campaigns and the related keywords in the ad groups. So that I could easily run campaigns planned based on the marketing funnel. To create brand awareness for the brand. To have more impressions.
After analyzing the broad search keywords and identifying the negative keywords for the brand awareness stage. I used Karooya’s text ad preview tool and created a paid search ad campaign. I performed an A/B testing on the ad copies, by changing the image, text and CTA buttons, Also included Ad extensions like phone number.
With this, I used the media plan to get an estimate for the paid ads for the business to target the affinity audience. I was able to get the industry benchmarks for e-commerce and was able to calculate a monthly budget for the ad campaign strategy. It was interesting to learn that the jewelry business has a good conversion rate.
Landing Page Optimization.
Since the website had a good product page based on the ad, I redirected the landing page to their product page.
Display Ad
Since her customers like Pearl necklace and Maarz Pearls Launches a new range of products every 6 months, I created a Display Ad for Pearl Jewelry and Personalize based on the user affinity, which was jewelry, lifestyle, home decoration websites.
I also created ad copies using the keyword research and used the product image of the site. Created the media plan for the display and YouTube video ads.
Display Ad copy and YouTube ads sample on her new launch campaign as an example. Just for the client to have an idea.
Youtube Ad :
Tool Used:
Animoto
Remarketing:
Tool Used: Mailchimp
Remarketing is always important, especially in an e-commerce business. As people leave items in the shopping cart abandoned due to various reasons. A simple Reminder email will convert into a purchase. So, I drafted Email Drip Marketing for Remarketing items in the shopping basket also included a promo code to start intimidating users to complete the purchase.
I also carried out A/B testing with the message title, highlighting promo code and creating urgency by giving only two days offer and CTA. With product image in the abandoned cart, writing personalized email content.
Closing Thoughts:
This was a really fun project. E-commerce is something I love, so the user research was interesting and getting insight and working with the founder was another level. This has made me closer to the founder of Maarz Pearls, and it was a good learning curve for me to understand how a jewelry business operates online. How to make it more effective to create ads to reach people with an affinity towards jewelry and delivering the right content to the people in the channels they follow. As usual, I enjoyed creating the ad creatives and personalized email marketing content to the customer based on the intent and have loyalty to the brand.
Since the jewelry business is a fast-moving and seasonal business. personalization in ads and email marketing creates a niche and gives the customer a satisfying customer journey. The founder, appreciated my work and she will be using my strategy to expand her business to other countries as well.
Now, I can proudly call myself a pearl expert. Not all pearls are same!