Artelia is a well-established manufacturer located in Melbourne, Victoria proudly producing jewellery since the early 1990s. They’re known for crafting bespoke jewellery with a Turkish-inspired twist. Through offering the finest diamonds, pearls and gemstones around, they’re cementing themselves as wedding and engagement ring specialists.
Owned and operated by Roberto and Maria Ulas, they grew the business by supplying to Australia’s leading jewellery makers but have since wanted to connect to their customers directly and establish their own route to market. Valuing jewellery as personal, sentimental and emotional, the Ulas family used their wealth of experience and expertise to create that connection and generate memories with their target audience built upon strength, courage and passion.
In September 2021, the second-generation jewellery house reached out to Online Marketing Gurus wanting to build strong brand awareness online in the highly competitive vertical. Our Gurus engineered an integrated marketing strategy that aimed at increasing Artelia’s keyword portfolio and rankings. The goal? Growing consistent enquiries and win more clients into the store.
Building a strong online presence required a multi-faceted approach, involving the efforts of SEO, PPC and Social to capture the authority and relevancy Artelia was after. Understanding this was vital in the company’s quest for supremacy within the jewellery space as our very experienced Gurus teamed together to showcase the exceptional quality of jewellery on offer.
Refined conversion tracking to monitor organic conversions and help identify trends
Optimising content on key product and category pages to hone in on relevant industry keywords and drive conversions
To build a quality backlink profile to improve domain authority and increase the relevance of landing pages
A/B testing content, videos and ad copy on social campaigns to expand ad reach
Strategy & Execution
It’s a simple fact that if you want to move up the SERP rankings and gain visibility, you need to target the most relevant and profitable keywords. A focused strategy is what delivers a stronger presence which then delivers more conversions.
From our introductory audit (valued at $2,000), OMG identified a gap in keyword rankings for key industry terms. We aligned targeting the right keywords to deliver the right visibility. Artelia was able to appear for more relevant queries, leading to more site traffic as we appear for more industry-specific terms, and therefore, more quality traffic to the site.
With this in mind, we crafted content optimisations to rank for industry-relevant keywords with high search volumes. The optimisation involved updating key product and category pages, along with FAQs to include the specific keywords in order to boost rankings. In tandem, we also implemented a technical and manual links strategy to bolster website authority and performance.
Set and forget is never the strategy when you want snowballing results. That’s where A/B testing and ongoing optimisation comes into the picture.
A/B testing involves creating two variations of an ad and testing each version on your users to see which delivers the best results. In this case, Artelia used A/B testing to reach more potential customers in Melbourne on their paid and social media campaigns.
For the product-specific campaigns, OMG experimented with ad copy, imagery/videography and call extensions to maximise reach towards the target demographic. At the time when OMG launched these campaigns in November, we saw that not only traffic improved, but also the CPC.
As a result of A/B testing and optimising Artelia’s paid ads, Online Marketing Gurus were able to increase paid search impressions by 1,293% and increase paid traffic by 32%, all in 6 months. In addition, we also saw a 32% increase in CTR from Facebook Ads, over the course of 6 months.
Conversion tracking is crucial for every campaign, because it gives you the visibility to see what channels are most effective and how users behave on your website. Highlighting where channels are succeeding expectations or falling below allows businesses to make necessary improvements.
Through our initial onboarding process, OMG discovered that Artelia didn’t have conversion tracking set up correctly in Google Analytics. This made it almost impossible to effectively use data to steer optimisations. This is something that our Gurus recognised and placed great importance on throughout our integrated marketing strategy.
In the end, OMG set up goal tracking so organic conversions could be tracked and evaluated, using the platform Dashthis. Within 6 months of implementation, Artelia could see hundreds of organic conversions across new bookings/appointments, product enquiries and phone calls.