Taking a new brand of rhinestones to international markets

The challenge

Although they are working with some notable brands globally, Crystal Parade must also ensure they consistently acquire new customers. Due to the nature of their business, acquiring new customers is challenging, so it was essential to choose the right Google Ads products to engage with their audience.

Before Skayl, Crystal Parade was spending budget across their vast product catalogue, and the budget was being spent inefficiently without considering product margin.

Crystal Parade tasked us with optimising their product feed to ensure the budget is spent on products which drive new customer acquisition and net profit. They also requested that we focus acquisition efforts on acquiring new customers.

The solution

Our onboarding process taught us that most of their customers were acquired through Shopping and Search. With over 20,000 products in their catalogue, we prioritised product feed optimisation to ensure that when products are passed over to Google Ads, they are enriched with product data and keywords.

1. Utilising historical data from their previous agency, combined with 3rd party data from Google Ads Keywords Planner and SEMRush, we built a targeted group of Search campaigns that would drive high-quality traffic to their website.

2. Skayl set up three Performance Max (PMax) campaigns to replace Smart Shopping campaigns, which were too heavily focused on targeting existing customers. Our new Performance Max campaigns utilised new customer acquisition signals to help reach new customers while maintaining a healthy return on ad spend.