Startup
Death is a sensitive subject
Losing a loved one or pet is a painful and challenging experience for many. Traditional remarketing strategies may be insensitive since people do not want to be constantly reminded of their loss.
Little direct competition
The cremation diamonds market has very few direct competitors due to complex procedures and expensive machinery. Traditional products such as burial plots or coffins are considered indirect competition.
Educating our audience
Since most of the general public is not familiar with the concept of cremation diamonds, before we can even sell to them, we need to educate them about this alternative memorial option, and what the process may look like.
Our Approach
Through extensive keyword research and user experience analysis, we built 4 Google ad campaigns that mirrored our client’s website
architecture and content, as well as their key performance goals and metrics.
Introducing two core campaigns
The two new core campaigns were based on the company’s core offerings: cremation diamonds for loved ones and for pets. Although the process of turning ashes into diamonds was similar for both, the appeal, emotions, and psychology behind buying them were different, therefore requiring different keyword targeting strategies, ad narratives, and landing pages.
Introducing two core campaigns
The two new core campaigns were based on the company’s core offerings:
cremation diamonds for loved ones and for pets. Although the process of
turning ashes into diamonds was similar for both, the appeal, emotions,
and psychology behind buying them were different, therefore requiring
different keyword targeting strategies, ad narratives, and landing pages.
Ad groups and keyword match types
Within each core campaign, we identified 3 categories of specialized keywords for targeting: general, cost-based, and process-based keywords. Our primary goal was to first educate potential customers before selling them on anything.
We also implemented keyword match types, which informed Google on how broadly/specifically it should match our ads to user searches. More specific match types usually mean a higher cost-per-click but better chances of targeting relevant traffic, thus increasing conversion rates.
Ad groups and keyword match types
Within each core campaign, we identified 3 categories of specialized
keywords for targeting: general, cost-based, and process-based
keywords. Our primary goal was to first educate potential customers
before selling them on anything.
We also implemented keyword match types, which informed Google on
how broadly/specifically it should match our ads to user searches. More
specific match types usually mean a higher cost-per-click but better
chances of targeting relevant traffic, thus increasing conversion rates.
Competitor and Brand Campaigns
A competitor campaign adopts an offensive strategy by bidding on
competitors’ names so that our client’s ads show up when people search
for their competitors. Whereas, a brand campaign adopts a defensive
strategy by bidding on our own brand, so that when people search for
our company name, we would show up on top (as opposed to our competitors).
Competitor and Brand Campaigns
A competitor campaign adopts an offensive strategy by bidding on
competitors’ names so that our client’s ads show up when people search
for their competitors. Whereas, a brand campaign adopts a defensive
strategy by bidding on our own brand, so that when people search for
our company name, we would show up on top (as opposed to our competitors).
Interaction Rate
More people clicked on ads
Cost per conversion
Our strategy was successful because we were able to accurately pinpoint in-market audiences and their search behavior, then precisely match their search terms with relevant, educational ad copy and website content.