Identify and scale right digital advertising channels to grow Friendly Diamonds in highly cluttered “Lab Grown Diamonds” space in the USA market

Friendly Diamonds is one of the leading online jewellery brands which sells Lab Grown Diamond Jewellery with customization options. With 70000+ diamonds to choose from, they let the customers customise their own diamond engagement ring or other diamond jewellery. The company was established with a mission to create a more transparent, sustainable, and eco-friendly jewelry industry. Their diamonds are produced in laboratories using renewable energy and adhere to high safety standards, ensuring that their diamonds are 100% conflict-free and environmentally friendly

The major challenge to be solved was to increase acquisitions for Friendly Diamonds in a highly competitive market. In absence of the right approach, the most intent driven inventories such as Search and Shopping faced scaling challenges pertaining to large incumbent brands spending heavily online in the same space. Also, it was imperative to identify which advertising platform helped the brand for initial discovery vs. final conversion.

• First Click Attribution Model: Custom attribution model was developed in-house to identify and scale right channels and campaigns for acquiring majority acquisitions.
• SEM Strategy for Highly Competitive Landscape: Highly intended but low competition keywords were identified and included in search campaigns which resulted in improving campaigns' Impression Share percentage (IS%) and eventually started giving regular orders.
• Optimising Feed & Pmax Campaigns: The brand has 5 distinct styles, various metal options and 100000+ lab diamonds to choose from to create your own masterpiece. However, in absence of a ready final product, Google shopping feed was not optimised for the right creative images and because of which, in the Pmax campaign, there was not enough spend on shopping inventory. To solve this challenge, the combinations of best selling settings were created to be part of the feed to showcase the final product in shopping ads. Gradually, spending% on shopping network increased from 30% to 68% in the Pmax campaign which helped the brand to increase the orders while optimising CAC.
  
  Also, the trending and broadly relevant keywords were included in the product title and description to increase relevance of shopping ads which helped to significantly improve the CTR and in turn, the conversion from shopping inventory.
• 

Buying an engagement ring is a high involvement decision and the customer invests a lot of time to research and finalise the product. For such a category, it becomes imperative for a brand to be part of a customer's purchase journey from the very beginning. The custom attribution model (based on First and Last Non Direct click) built by team ETML revealed that Google played a pivotal role in customers discovering and eventually purchasing an engagement ring from Friendly Diamond. Based on this insight, 70% of the advertising budget was shifted to Google to maximise orders and revenue.

Scaled up spends while increasing the acquisitions with efficiency in a highly cluttered space

• Orders increased by 3X with 2x increase in revenue
• Optimized search non-brand campaigns to improve the overall funnel, leading to *** ~30% of the total orders from search non-brand.
• Pmax campaigns' amount split on Shopping network increased from 30% to 68%

Contact us if you are a similar business looking for a custom attribution and optimization solution to scale your omni-channel business.